Launching Weirloom with 100 Jeans on Pre-Order
For years, people have asked me the same question: “When are you going do your own brand, Thomas!?”
I usually shrugged it off with something like, “One day, maybe.” But the truth is, I’ve been thinking about it for as long as I can remember.
And now, after more than a decade of writing about jeans, guiding people toward the right fit, and working behind the scenes—I’m doing it!
It’s called:
I want to put all of my denim knowledge into a product of my own. Something I can stand behind completely. Something that can grow slowly and honestly—without compromise.
I want to make garments that can be future wearable heirlooms: garments that’re made to be worn, made to last, and worth keeping—made to be passed on someday.
Doing Things Differently For a Reason
Most jeans are made to hit targets. They’re priced with hefty markups to cover future discounts. They’re produced in large volumes that brands hope (but don’t always expect) to sell. And when something doesn’t move quickly enough, it’s marked down. Then more is made to fill the shelves again.
It’s a cycle that leads to waste—of resources, money, and meaning. Some brands, especially in the raw denim scene, have been rethinking how clothes get made—using pre-orders, made-to-order, and slower, more deliberate production. That’s encouraging.
Weirloom is my take on the solution. A personal response to a system I’ve seen up close for years. A way to do it differently—with intention, transparency, and care.
It starts with a single pair of jeans, limited to 100 pairs, and produced based on pre-orders.
What Makes Weirloom Different?
Fair question. I’ve seen enough jeans—worn enough of them, too—to know that good ones don’t need to shout. They need to fit right, wear well, and be worth what you paid for them.
The first Weirloom jeans have a straight-leg, mid-rise fit. It’s my ideal everyday pair—simple, timeless, and made to be worn a lot. Not too slim, not too loose. The kind of fit that works on real bodies in real life.
The denim comes from Candiani in Italy, one of the most respected mills in the world. It’s 14.25 oz. selvedge, woven on shuttle looms, and washed once for softness and practicality. You’ll still get great fades, I promise.
The cotton is regenerative. That means it’s farmed the old-school way, with crop rotation and without synthetic fertilisers or pesticides. It’s better for the soil, better for the environment, and better for the future of denim.
As for the details, every one of them is chosen with purpose:
- Chain-stitched hems
- Tucked belt loops
- Punch-through copper rivets
- Heavy-duty pocket bags
- Blind bartacks
There’s a selvedge detail inside the button fly, and a peek-a-boo on the coin pocket. They’ve also got labels made of recycled materials, and biodegradable patch. All the things you expect.
What’s truly different than most, though, is that these jeans are produced on pre-order. This way, there’s no inventory to clear, no rush to discount, no overproduction. Just (some really good) jeans for people who (actually really) want them.
Now Taking Pre-Orders! Want the Link?
If you think this is a pair of jeans you need in your life—if you want one of the first 100 pairs of Weirloom jeans, the pre-order is open!
To get the link, just enter your email below and you’ll be redirected to the page.
I’ll also send you the link in an email. You’ll be subscribed to my new Weirloom newsletter and the Denimhunters newsletter (if you aren’t already). Don’t worry—you can unsubscribe at any time, no hard feelings 
The post I’m Starting a Jeans Brand That’s NOT Business as Usual appeared first on Denimhunters.
DENIM and PATCHES sourced this post originally published on this site