Fear not gentle readers, HYA has not turned into Hide Your Ass (now there’s an idea!), but I promised these guys that I’d write something about them even if I don’t have the first clue about the world of premium jeanswear. I met two of the people behind Trousers London at the pre-party before the main event at Margin and they they were great, very concerned about the two friends I took to the party who ‘over-extended’ themselves on delicious free cocktails from the bar. In short, being nice to me will get you a feature on HYA.
Trousers London was officially launched at Margin, though the brand was born in 2007 with the intention of creating a jeanswear label that stood out from other high-end offerings. Here’s how they describe themselves:

Trousers is an experimental, ambitious, future-focused jeans label inspired by London.

From unique designs and shapes, to small but important details, Trousers stands alone among the clones of the daily jeans parade. Trousers makes jeans for the genuine modern day gentlemen, for the man who loves the thrill of the new and is always at the forefront of the avant-garde.

We at Trousers believe in ecologically friendly materials and we care that our products are not born of exploitation. Our range is crafted with patience and skill in small batches, in our Italian factory using organic premium denim.

Like I said, I know basically nothing about the premium jeans market. I do know that their jeans looked cool, and they’re making all the right noises in terms of not wanting to destroy the planet which is refreshing to hear, and I think that it would be pretty hard for you to disagree that these are fairly unique designs, you certainly won’t find anything like them on the high street. So, I do give their range a thumbs up, but unfortunately my thumbs are of little value in this instance.

At the moment it isn’t actually possible to buy these jeans. Those who are interested in the limited edition garments (just 600 pairs in the first production run) will be available to register their interest in May when the Trousers web store opens, with the jeans getting to them in June or July. If you’re a bricks and mortar kind of person, the jeans will be available in a select few retails stores around the UK and Europe around August/September.

Trousers London

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