Shying from the much-digested notion of heritage jeans, Mother is a play on opposites. A study in irony, it feels soft and nurturing, while presenting itself as stark and sexy. The term winks at the double entendres of what is, arguably, the second most powerful word in the English language…
Our idea was to create a brand that captured the excitement of our own newfangled denims. We are able to add a new element to the way people wear jeans in fit fabric finish and now feel.
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In the end, it's going to matter how many breaths you took, but how many moments took your breath away!