Collection: NEW LONDON

The New London label originated in the USA designed by a French designer who was designing a men’s label called ‘New Lab’. He was persuaded by female friends to create a women’s jean as they liked his extrovert styling in the men’s range, so he produced New London for women. The jeans were unique in the amount of bling, studding and heavy stitching that they had on them.

Manufactured in a Chinese plant that has special machinery for producing quality denim and detailing, the denim has great stretch and retention and can handle all the processing to gain a unique point of difference. Indeed, the jeans have a lovely stretch to them without stretching out which makes them fantastically comfy.

The Indigo colour garments are all carefully weighed, and computer monitored in the machines to reach consistency in the bulk. Black denim is yarn dyed – not overdyed. The lighter blue tones involve a bleaching process that ‘one cupful’ too much bleach and the garment can turn white or pale grey/blue. Faded Ice Wash, dark stripes, stripping and abrasion effects are very complicated processes. Patching is a hand finished operation – indeed all the processes are complicated and expensive.