Denim First
Family Always
From a small family workshop over twenty-five years ago, we’ve grown into a full in-house denim production. Every cut, stitch, and wash is crafted by people who live and breathe denim. Our experience lets us create a wide range of fits, colors, and finishes, all with care, precision, and passion. The result? Jeans that fit better, last longer, and feel alive in your wardrobe.
Crafted Fairly
We believe denim should be made fairly and responsibly. Every pair of It’s Basic jeans is produced under ethical conditions in our ateliers.
Our production facilities are regularly audited under the SEDEX (SMETA) program, ensuring that worker rights are respected and production standards remain high.
Your Everyday Premium
Premium craftsmanship doesn’t need a luxury price tag. By producing in-house and controlling every detail, we offer durable, well-fitting jeans that don’t compromise on quality but stay affordable. It’s not just denim. It’s your style, your story, your everyday premium jeans.
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Design That Inspires
Denim is a canvas. Our collections are bold yet wearable, stylish yet comfortable. We design pieces that move with you, from office hours to weekend adventures, from coffee breaks to nights out. Our mission is simple: make premium, inspiring denim accessible to everyone.
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Behind the Brand
What started 25 years ago as a small workshop has grown into a fully integrated production house, where fabric, design, and craftsmanship come together under one roof.
We produce up to 250,000 jeans per month, with the flexibility to respond quickly to seasonal trends and partner needs. This means we don’t just craft premium denim for our own brand; we also offer custom production for wholesale partners, helping other brands bring their unique denim vision to life.
The Art of Denim Color
Denim reveals its true character through the washing process, the careful finishing stage that gives each pair its unique color and texture.
For us, it’s more than a technical step; it’s where raw fabric turns into fashion.
Decades of hands-on experience have taught our team how to create depth, softness, and endless shades of blue that feel alive.
That’s why our collections stand out in color, in comfort, and in craft.