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Mother Denim

Mother Denim

Mother is a play on opposites. A study in irony, it feels soft and nurturing, while presenting itself as stark and sexy. The term winks at the double entendres of what is, arguably, the second most powerful word in the English language... The idea was to create a brand that captured the excitement of their own newfangled denims. They are able to add a new element to the way people wear jeans in fit fabric finish and now feel.