I Am Denim

I Am Denim was founded by British designer & entrepreneur Sophie Cooper, who set out to reinvent the way denim feels, fits and supports real bodies. Built from her own experience & the belief that jeans should empower not restrict, Sophie realised the industry had overlooked millions of women who deserved better. Driven by purpose, she created jeans with Tender Tummy Technology™, a world-first innovation designed to support sensitive tummies, post-surgery bodies, bloating & natural fluctuations with each pair designed to adjust to your body. Celebrated by British Vogue and worn by women across the world, I Am Denim is known for its inclusive fit, female-founded design ethos and comfort that honours every shape, size, scar and story.