Jeanswest is calling them the best jeans ever.
The Australian retail giant has launched a new range of jeans called Prima Denim.
The line is produced from high-quality Turkish denim in a power stretch cotton blend.
Designed to fit like a second skin, Prima Denim features four skinny styles as well as a Curve Embracer for hourglass shapes.
Colour tones range from deep saturated indigo shades and mid-blue washes, while textures include subtle ripped and repaired detailing.
Prima Denim will be available in-store and online across Australia and New Zealand from mid-March.
From April, the collection will also feature a limited-edition, non-fade 'Stay Black' style.
Jeanswest Prima Denim is priced from $120-$130.
The product launch will be backed through extensive PR and blogger integration, as well as a creative campaign produced by Pencil & Pixel.