unisex denim

I AND ME is a London denim and lifestyle brand based in Hackney, East London, UK. When I first saw their lookbook it was like a revelation for me. I became instantly obsessed because their denim is exactly what I believe denim should be: Clean. Straight. No frill. Almost stark. I hope to find their jeans sometime soon here in the USA as well.

Founded on the primary aim of delivering contemporary solutions for both men and women, I AND ME London surpasses seasonal trends by developing denim garments to withstand the test of time, while displaying meticulous attention to detail.

With the key focus on fabrication and function, they allow their collections to move at their own pace – reflecting the moment rather than the season.

I AND ME collaborates with mills from all over the world, most commonly from Japan, on limited runs of unique denim casts and colors. Premium denim enhances the “Buy Less Buy Better” philosophy. The heritage of denim defines each and every garment that is produced with the highest quality and longevity available in the industry.

“To Die For” is the third collection from the London-based denim brand I AND ME, further defining the company’s three main focuses; fabric, function, and form.

Here one minute, gone the next, but felt forever, “To Die for” was born from militaria; specifically the functional details, silhouettes and fittings in key army wear. The collection interrogates the draw of utilitarianism in fashion and tows the line between a true utilitarian approach and contemporary design.

Inspired by artists Christo and Jeanne Claude, who create giant installations in the landscape using vast swathes of fabric, the range neatly tows the line between utilitarian and contemporary design with a clean colour palette of army green, white, sand, and indigo.

“The work of land artists Christo and Jeanne Claude inspired us to explore the use of fabric in landscapes as a means of installation,” say I AND ME. “As shelter and as camouflage. Moreover, as uniform. The collection embraces the methods employed in military wear to optimise every inch of fabric in the construction of garments, but moreover, the placement and execution of every feature.”

I AND ME’s “To Die For” collection is available now online, as well as at Garmentory.

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