IDEN, the conscious denim brand for cool girls everywhere.


IDEN believe that great fitting jeans in premium denim shouldn't cost the earth. Using fabrics from pioneering mills, with an emphasis on natural, organic and recycled materials, IDEN create thoughtfully sourced collections that combine sustainability and effortless style.


After decades working in the fashion industry, Andrew Lethbridge, IDEN founder and director, knew he wanted to create a brand that was sustainable, conscious and forward-thinking. And where better to start than everyone's favourite wardrobe staple, denim?


IDEN are on a mission to reduce environmental impact as far as possible, by using recycled and organic materials, clean water processing and eco-friendly trims.


Seasonal collections are built around six key jean shapes.  T-shirts, knitwear, dresses and jackets are all designed to work perfectly alongside a pair of jeans which, let's face it, has probably been your uniform since forever.


IDEN denim isn't just sustainable, it also makes you look really, really good.  

Pacific Heights / Circus House
26 Little Portland Street W1W 8BX

Sales Contact

Freya Brown
Tel: +44 (0) 20 7436 0855
Mobile: +44 (0) 7376 124749

Press Contact

Becky Knowles
Tel: +44 (0) 20 7436 0855
Mobile: +44 (0) 7545 824505