The most important attribute of a great pair of jeans? A good fit! Californian designer Jeff Rudes, who founded his label J Brand in 2004, shares this view, which is why his collections continue to captivate customers year after year with their timeless simplicity. “Less is more” is the idea that turns classic denims by J Brand into stylish everyday companions. In addition, further excitement is created by collaborations with brands such as Proenza Schouler and Christopher Kane and the courage to create the first ready-to-wear collection in 2012. Aficionados swear by the durability, quality and perfect fit of their favourite jeans.