This is our story

Six years ago they said we were crazy!

We love jeans and took a risk. We did something the experts said was impossible. We combined fashion and fit with science to create a unique service that millions of women love today.

This is us and here’s our crazy story. If we learned one thing over the past six years. Don’t listen to doubters and never give up on your dream!

Buying jeans is hard, we knew that at the start

12500 women have visited our offices and told us about the hours of frustration going round stores. Being in the changing room surrounded by jeans and looking in the mirror and sighing.

Over the past 20 years we’ve worked in the jeans business and it’s always the same. So how could we make it different. Our goal was simple – HELP WOMEN FIND GREAT JEANS.

In 2004 we decided to make a difference, in 2005 we made a discovery

We scanned, measured and tried endless jeans on women. We even rented a small office in an old converted bakery right opposite Pixar. This was the view from our window!

Our discovery was that women who are the same shape have the same experience with jeans.

A small problem called distance

We women come in many different shapes! When a women visited our offices, we could see her shape. But what if she was 2000 miles away on a computer and we couldn’t see them?

We started asking questions and found that if you asked the right questions you’d get the right answer, duh! We were like detectives, searching for clues.

It’s 2006 and our baby is on display

In April ’06 we launched our baby and got mass…..

Skepticism….

“It’s impossible, it can’t be done, you’re a fake”…. We heard it all from women, journalists and retailers. Then they used Zafu it all changed.

Time Magazine named us as one of their top ten sites of the year.

We continued testing, improving and adding new jeans. Retailers and brands saw what we were doing and phoned us to ask for help with their jeans.

From crazy people to experts. It’s been great fun for us and we hope you enjoy it too.