Just when we thought Madewell‘s jeans couldn’t possibly be improved, the casual-cool brand has once again outdone itself. Madewell’s all-new and improved denim collection, packed with four different styles in a whopping 12 washes, has just launched in stores and online.
So how did the label make its jeans—arguably Madewell’s signature item—even better? The team went back to basics, analyzing their denim’s "problem areas" and tackling each one in turn. The fabric is heat-treated and combines a stretchy core with a soft cotton outer, which means it snaps back into shape after each wear, sans bagginess. Plus, everything’s made in Madewell’s new Los Angeles denim atelier—all the better for some real hands-on quality control. And then there’s the brand’s promise that the jeans will "do some pretty life-altering things to the rearview." Count us in.
Click through to see the new blues in action in Madewell’s lookbook, then head to Madewell.com to pick up a pair (or four) of your own.