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Denim! And we’re passionate about it. It’s in our blood and on our bodies. But not just any regular jeans. RAW jeans. Since 1989, we’ve been pushing the boundaries of jeans design.

Hardcore denim is a philosophy that drives us to originate, research and take our beliefs to the next level. Right up to the smallest detail, and with the deepest faith that there’s no limit to what denim can do.

Innovation. Sustainability. Creativity. That’s what we build on to bring pioneering design and challenge industry standards as we constantly aim to improve our impact on the world and its people.