The dialogue around size inclusivity has grown quieter, yet a new women’s denim brand is stepping forward to make it heard again.
DE:Part launched this month, offering five fits—skinny, straight, bootcut, wide leg and flare—for sizes 00-24W. A collection of white, blue and coastal blue T-shirts is also available in sizes XS-3XL. Jeans retail for $158-$188; the tops for $78-$88.
The Los Angeles-based direct-to-consumer brand is the brainchild of Christina Choi, the creative director of Judy Blue, a brand her mother launched in 1999. “We’re trying to depart from the archaic standards in fashion, from what was to what is,” Choi told SJ Denim about her decision to launch her new business.
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Creating a size-inclusive brand felt like a natural step for Choi, who explained that her own experience shopping for jeans has often been challenging due to fluctuating weight and styles that fit one part of her body but not another. “It was hard for me to find contemporary style denim,” she said. “When I did find denim that would fit me, that was stretchy enough, it was usually paper-thin jegging material. I wanted that higher end premium denim look, but I could just never find it in the market.”
DE:Part aims to fill the gap for premium denim with extended sizing. Choi collaborated with multiple fit models representing a range of body types to perfect the brand’s silhouettes, and she spent nearly two years sourcing the ideal stretch denim fabric. The brand landed on a 14 oz. blend comprised of 76 percent cotton, 16 percent modal, 5 percent polyester and 3 percent spandex/elastane.
“We didn’t want to rush the process. Fabric is the heart of denim and so we really wanted to identify the right one,” she said.
The five fits will make up DE:Part’s core collection though Choi plans to add seasonal pieces to keep the line on trend. “We still want to be trendy and relevant in the fashion world,” she said.
Choi was exposed to denim and the challenges of perfecting fit, fabric and feel early on. After watching her mother spend most of her career working across the various stages of jean manufacturing, she joined Judy Blue 16 years ago.
As she launches her own brand, Choi is reminded of denim’s complexity. “Denim is very technical and dynamic. Something that seems like simple dark wash denim or a light wash denim has so many different elements,” she said.
Choi acknowledges that managing inventory across five fits, 15 sizes, and multiple washes will present its own challenges, but she’s ready to take them on. Pop-ups will give the brand a chance to connect with consumers directly and communicate its mission to disrupt the traditional denim market. Choi emphasized how important it is for shoppers to try on jeans and experience how they feel on different bodies and body types. She also hopes to build an online community of denim lovers who share the same frustrating feelings about finding jeans that truly fit.
“It’s a little intimidating to shop for jeans, but at the same time, it’s such an intimate process,” she said.
