Denim has always been a big one for me.
Anyone who knows me personally will know I wear denim constantly. It's probably one of the most permanent parts of my wardrobe.
Which is exactly why I didn't want LINW to rush into it.
It would have been easy to find a denim fabric, put one of our existing cuts into production and call it a collection. But if we're going to introduce a completely new fabric category into the LINW wardrobe, I want it to actually earn its place.
So this one took time. Almost a year, actually.
Why Denim Was Different for LINW
We know linen. We've spent years working with pleated pants. We've refined our shirting, tees and relaxed silhouettes over multiple collections.
Denim was a different beast.
Different fabric. Different washing processes. Different dyes. Different makers. Different behaviour after wear.
We had to find new manufacturers who actually understood denim properly and then work through how we wanted LINW denim to feel.
Not too rigid. Not too fashion driven. Not trying to recreate a traditional five pocket jean.
It still needed to feel like LINW. That was the challenge.
Building Denim Around Our Existing Silhouettes
The breakthrough came when we stopped trying to think about denim as its own world.
Instead, we started asking: What happens if we take what already works for LINW and translate that into denim?
That's how the Sese Denim Pant happened.
The Sese silhouette has become one of the most important shapes in the brand. Our customers already understand it. We understand it.
So taking that familiar fit and rebuilding it through denim felt like a really natural starting point. It gave customers something new without asking them to completely change the way they dress.
The Sese Denim Pant
The Sese Denim Pant carries the DNA of one of our best selling trouser shapes and gives it a completely different feel.
It's relaxed. Clean. Easy to dress up. Easy to wear casually. It lives somewhere between traditional denim and a trouser.
That's exactly where I wanted it.
You can pair it with a Signature Tee and sneakers and keep things really simple. Throw on shirting and suddenly it feels more elevated.
That's always the goal with our pants. Monday through Sunday. Coffee to dinner.
The Barrel Denim Pant
The Barrel Denim Pant was us pushing things slightly further.
It's a wider leg, single pleated denim pant with more volume through the silhouette. This gave us a chance to explore a shape we hadn't really worked with before.
The barrel cut has more presence. It feels a little more directional, but it still needs to be wearable.
I don't want to design pieces that look great in one campaign image and then spend the rest of their life sitting in someone's wardrobe. This still has to be something you reach for.
The Easy Denim Short
Then came the Easy Denim Short.
And this one has been the surprise winner.
Out of the full denim series, the Easy Denim Short has become the top seller. Which actually makes a lot of sense when I think about it.
We live in Bali. Our customer travels. A lot of the LINW wardrobe is built around warm weather and ease.
So taking denim and putting it into a relaxed short silhouette gives people the texture and structure of denim without needing to wear a full pant.
Again, it fits straight into the existing rotation.
Listening to the Customer
One of the biggest reasons this collection happened was because customers kept asking for it.
Online. In store. In DMs.
People wanted to see what LINW would do with denim.
And I love that.
There's always going to be a balance between what I personally want to design and what the customer is asking us for. The best products normally sit somewhere in the middle.
Denim was exactly that. Something I'm personally passionate about, combined with something our community had been asking us to explore.
The Response So Far
The pre orders gave us a really strong indication that we'd landed somewhere good.
Then once the collection arrived, the feedback continued both online and through our Bali retail stores.
We're already into our second round of reordering.
That's a pretty good feeling after spending almost a year getting something right.
But we're not done.
Like everything at LINW, this is a programme. We'll keep refining the washes. Exploring fits. Looking at new silhouettes. Seeing what customers actually wear.
The first denim series is really just the foundation.
The Sese Denim Pant, Barrel Denim Pant and Easy Denim Short are all available online now.
If you've been asking us for denim, it's finally here.
Shay
Founder, LINW