Brand To Watch: Mother Denim The Runaway HR.jpg

We gave you a sneak peak of Mother Denim last year but after months of bugging their PR people I have finally (please forgive the pun) hit the motherlode – here we have the first look at their Spring/Summer 2011 Collection. Judging by this gorgeous selection of 70s inspired denim we may have just found the hottest new brand of 2011. OK, I know the year is only a week old and it may be a little early to be making such grand statements, but Mother seem to have all the right credentials to become the next big thing. Founded by Lela Tillem, previously Sales Executive at Citizens of Humanity and Tim Kaeding, formerly Creative Director at 7 For All Mankind, Mother Denim are aiming to fill a gap in the market by producing luxury jeans made using the perfect cocktail of fabric, finish, fit and feel. The jeans will retail between $155 -$242 when they go on sale in Spring 2011.