My latest need for denim inspiration took me deep into the East of London to a denim concept store aptly named Bad Denim. Bad meaning dope, good, tight, sexy! The little shop front looked a bit out of place from the shops around it and when I stepped in I could see this place was quirky with cool retro feel. The denim, some vintage, some new, hung on the brown cladding wall, like artwork. There’s something about that 70’s brown that makes blue denim look vintage and cool (even when it’s new).

Now, I was looking for a vintage re-worked pair of jeans as I’ve tried on a few Re/Dones but none really hit the spot until I tried on the Levis 501 Ragged Lands, which is a straight leg with the iconic button fly. The twist is that it’s re-worked with patchwork panelling and a small rip on the knee. Perfect for me as I get the Levis 501 vintage feel with the current re-worked, patched & unfinished hem trend. At £130 I didn’t feel it was too much money for re-worked Levis jeans!

Bad Denim is the brainchild of Erin Fridja, a denim aficionado with a decade of working in denim production, development and design for Victoria Beckham, Paul Smith, MiH Jeans and Alexa Chung. Erin travels the world pulling in the best of new and vintage denim for customers like myself, looking for a pair of jeans that fit well and transcend fashion. “If you’re looking to be introduced to a new denim brand then try Eve Denim, made in LA with a strong old school style, no stretch here just 100% cotton”, Sorcha said, (Bad Denim’s manager) while handing me a pair to try on. Which brings me nicely to the pink Flamingo wallpaper in the dressing room that’s apparently inspired by the vagina. It was very pink and warm and I was happy to spend time in their!  Back to the pair of Eve Denim jeans, I tried on the Charlotte Culotte in raw denim with a high rise button fly that fitted so nicely and although totally current it’s a style classic. (£270 at Bad Denim)

Other brands you’ll find at Bad denim are, EVERACHEL COMEY , KAPITAL  LEVIS & LVC  M.I.H-JEAN  AGOLDE  KINGS OF INDIGO CURRENT/ELLIOTT  PAIGE  PENDLETON BLANKETS.

Bad Denim also will alter your jeans if needed and will custom applique’ your new found loves with the days of the week. Definitely worth popping down to E5 for a butchers! (Look – A bit of cockney rhyming slang for you)

BAD DENIM

82 Lower Clapton Road, E5 0RN

0207 993 9019

BAD DENIM OFFER FREE UK SHIPPING / £10 FLAT RATE INTERNATIONAL.

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