Innovative Premium Custom Jeans Brand Allows Consumers to Design Their Own

Emeryville, California (EastBayDaily) — indi, a custom jeans brand, is a new entrant to the premium jeans market with a radical new innovation — each pair of jeans is custom designed and sewn specifically for each consumer. This exciting new brand offers both men’s and women’s jeans and enables its customers to design their own pair choosing from literally hundreds of possible style variations. Customers also answer a few simple body shape questions, and each design is then custom fit, creating a truly one-of-a-kind jean for each indi customer.

A pair of jeans — the staple of most wardrobes is often the most challenging clothing item to find. Typically, consumers of all shapes and sizes brave racks of mass produced clothing that was actually designed for an ideal fit model. Simply look around and it’s obvious that we unfortunately don’t all resemble a fit model so not surprisingly it can be difficult to find clothing that both fits you and reflects your style. indi’s approach to jeans is revolutionizing the way consumers shop for jeans. Their philosophy: you were not mass produced so why should your clothing be? indi allows you to wear something made just for you, and to top it off, they do this at a competitive price.

At consumers are asked to choose their own fabric, style options and finishing details and fill out a fit profile. This is all indi needs to create a unique pattern for each and every customer. Women’s options include super low to high rises, multiple leg styles such as tapered, bootcut or cropped and over 30 different back pocket options. Men can make their jean a basic 5 pocket or add carpenter styling, and both men and women can select sanding and distressing treatments. Customized orders are then sent to a highly specialized manufacturing facility, where they are cut, sewn, tested for quality, and shipped direct to the customer’s address.

indi launched its premium jeans line in December of 2007 with two styles for each women and men. indi’s women’s jeans include the SoMa for a jean that’s slimmer through the hip and thigh or the Noe style that’s more relaxed. Edie Jacquez, indi’s head of Product Development, explained “indi allows our customers to customize the styles we offer to build their perfect jean. You could spend days shopping for a jean in a style, rise, leg and wash right for you or you can create yours in minutes at” In early 2008, indi will expand its selection, introducing a trouser jean for women and a low rise jean for men.

Nothing you wear expresses your personal style more than a pair of jeans. Now, you can design your one-of-a-kind custom jeans. Become an indi designer and create yours at

About indiTM indi is next generation apparel, enabling custom jeans designed by you and fit for you. At, consumers design garments to their style preferences and body shape. Each and every indi garment is truly one-of-a-kind. It’s clothing as unique as you.


Marybeth Luber