Denim is made for all of us
The deeper your pockets
While the inequality in payment between men and women is an unfortunately reoccurring topic – ironically, inequality is also reflected in women fashion.
‘Deep pockets’ are a well-known metaphor for wealth. But these deep pockets can only be found on a men’s pair of jeans, with women pockets being on average 48 % smaller, as if they were tailored for their significantly smaller wages.
We think it's time for a change.
Check out the digital lookbook
Our #EqualPockets Collection
After 150 years of denim, the #EqualPockets collection re-imagines this iconic garment to once again become a symbol of resilience by creating equally deep pockets for women.
This Spring, we took three denims to upcycle for the collection. The lining of the pockets was designed by Dutch illustrator, Salimah Gablan, who created an artwork with empowering visuals and motivational quotes from famous strong women. Our usual brand patch has been re-designed for the collection to fit the statement for equal pay as well. To make your jeans your own, we've added some empowering badges which can be used to individualize your #EqualPockets jeans or other favorite denims.