About Us

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


Founder, Andrew Lethbridge always knew he wanted to create a sustainable, conscious and forward-thinking brand based on denim.

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 makes you feel great.

We create our seasonal collections around the key jean shapes, making sure that each style has a flattering feminine detail. We are obsessed with fit and fabric to give every girl that leg lengthening shape, booty uplift and figure perfecting silhouettes. Our t-shirts, knitwear, dresses and jackets are all designed to work perfectly alongside each pair of jeans.

about iden