Australian brand Deconstructed Indigo Garments (DIG) has launched its debut denim collection.
A range of men's and women's pieces in different styles from straight leg, classic blue, black skinny to 70s inspired flares make up the line.
The company's founders Casey Egan and Ella Rose Foord are no strangers to the denim industry, with Egan bringing experience from stints as global designer for Levi's in San Francisco and head of menswear at Wrangler Australia.
Egan and Foord believe their experience has equipped them with an innovative approach to the game, using selvedge denim to produce the collection.
“Coming from a background at Levi's, I have a huge passion for history and attention to detail.
“When I came back to Australia, I saw this gap in the market.
“The labels that used quality fabric had styles for only older customers, whereas the labels that had forward thinking cuts didn't have any background knowledge of fabrication.”
Selvedge refers to the manufacturing process where denim is woven on a shuttle loom.
Where most jeans constructed in this style features a signature red dotted line, DIG will make its stitching indigo in a bid to set itself apart from other brands in the market.
Egan believes it's the right time to launch the collection in Australia with the target set on young professionals.
“We're finding that our customers are maybe getting their first paycheck and looking to buy quality products for the first time.
“They see value in buying a more premium product.”
DIG denim is priced from $189.95-$219.95 and can be purchased from selected boutiques throughout the country as well as its online store.