Bethnals LTD, Melissa Clements, jeans, london, unisex jeans, kickstarter, core, selvedge

Fun Fact: The name Bethnals originates from the Cockney Rhyming Slang for Jeans

 

Crowdfunding has got to be the best thing that has happened to entrepreneurship since the world wide web and start-up brands have been taking full advantage of the promotional and financial benefits a crowdfunding strategy provides. 

London-based denim brand Bethnals Ltd is on a short list of brands on Kickstarter that have gotten my attention -specifically because they nail the whole casual but classic aesthetic. The denim painter's jacket epitomizes this and is one of my favorite pieces in their collection along with the relaxed fit selvedge jean. 

What's even more interesting is that many of their jeans are unisex. Founder Melissa Clements states matter-of-factly "why should men have to buy women’s jeans to nail the perfect skinny aesthetic? And who said women have to have a boyfriend to get just that – the ‘boyfriend’ fit?" You can't argue with logic. No wonder they've raised almost $19,000. 

For their launch they are releasing two unisex collections; 'Core' for those looking for great jeans and 'Selvedge' for traditionalists who are drawn to denim's heritage. Both collections come in skinny, straight and relaxed fits and are featured prominently on their Kickstarter page. 

What do you think about Bethnals Ltd? Are you ready for unisex jeans?