Fall is officially here, and this season, we’re showcasing our latest collection of fits, styles and washes in a brand-new way.

Introducing ‘We Fit’, a campaign that embodies everything our brand is about: inclusivity, accessibility and approachability. Since the beginning, our message has always been about fit—we’ve made it our mission to design one for literally every body. But this season, we’re taking it to a whole new level, bringing the message to life by showcasing our fits on various body types. Featuring our muses Rayana (size 24), Hannah (size 28), Latecia (size 16) and Remi (size 31), our new campaign proves that our jeans really do flatter every shape, size and build.


Latecia, Rayana and Hannah wearing the Suki Skinny in sizes 16, 24 & 28


Remi wearing the Allan in a size 31 and the Koby Henley in a size medium


But it doesn’t stop at just fit. Whether you prefer a tried-and-true classic or a trendsetting, risk-taking silhouette, we’ve got it. Iconic indigos with clean rinses and subtle stitching to bolder designs with destruction and chewed hems, super skinny and slimming silhouettes to wide, dramatic and completely eye-catching, we’ve got it. Point being: our jeans fit more than just your body—they fit your life and individual style.



Latecia wearing the Suki Slim Bootcut in a size 16


Rayana wearing the East End in a size 24


Of course, we brought back all of your favorite curvy and straight fits, including our best-selling Suki, relaxed curvy Elyse, high-rise Mazy and Robson Jegging with an obsession-worthy button fly (seen below on Hannah). But we’ve added some new ones too. You might have heard us talk about Frisco, the first-ever jean we designed in 1991 that ended up selling over 2 million pairs. Well guess what? It’s back, and it’s even better than before. It’s basically that perfect vintage ‘90s fit, updated with new, trend-driven details (seen below on Rayana).



Hannah wearing the Robson Jegging in a size 28


Rayana wearing the Frisco Straight in a size 24


For men, we’ve got even more of our everyday classics, plus our must-try athletic fits Eddie and Hunter, designed for guys with muscular thighs who still want that modern look. There’s also our best-selling Grayson for guys who just want comfort and Konrad for guys who want a slim look from hip to ankle.



Remi wearing the Eddie in a size 31 and the Samuel Jacket in a size medium


Remi wearing the Grayson in a size 31


Explore the fall lookbook to learn more about We Fit, and shop the new fall collections for men, women and plus sizes to find your perfect pair.

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1 Comment


    August 24, 2018 at 9:24 am

    […] you caught our post a few weeks ago about the new fall campaign, you probably learned a little bit about We Fit—our brand, our mantra […]

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