About Us

Welcome to IDEN, the conscious denim brand for cool girls everywhere.


We believe that great fitting jeans in premium denim shouldn’t cost the earth. Using fabrics from pioneering mills, with an emphasis on natural, organic and recycled materials, we create thoughtfully sourced collections that are not only sustainable, but also make you look really, really good.

After decades working in the fashion industry, Andrew Lethbridge, our founder and director, knew he wanted to create a brand that was sustainable, conscious and forward-thinking. And where better to start than everyone’s favourite wardrobe staple, denim?

We build our seasonal collections around our six key jean shapes.  Our t-shirts, knitwear, dresses and jackets are all designed to work perfectly alongside a pair of jeans which, let’s face it, has probably been your uniform since forever.

about iden