The concept of jeans with an individual fit, fabric and wash that will tailor the denim to each person's body sounds too good to be true. That's what Genetic Denim claims to do, and after wearing these jeans twice this week, I am beginning to think their claim may be for real.

Genetic Denim counts Anne Hathaway, Kate Hudson and Jennifer Garner among its celeb fans. It is known as the softest denim in the industry. Comfort is one the brand's core values, but it is not at the sacrifice of fashion-forward silhouettes. When I met Creative Director Ali Fatourechi at the press event, he told me that it's this combination of style and comfort that makes the denim a favourite among celebrities, notably when they're travelling.

Genetic Denim takes its name from the principle that each individual holds their own genetic code, and that body types differ - rejecting the idea of forcing everyone to fit into the same mold. The jeans surely mold to my legs. In fact, they couldn't be more skin tight!


However, it's not an uncomfortable tight. And you know that feeling you get when you try on really tight pants, and know that once they're on you will barely be able to button them up around your waist? You don't get that problem here. They surprisingly button up just fine every time. I think that's a good way of knowing you're wearing the right size.


Genetic Denim will be available in 60 Canadian retailers for Spring 2010 including Holt Renfrew, Aritzia and TNT. The line is available in over 600 stores in the U.S. including Barney's, Ron Herman, Scoop and Intermix.

Is Genetic Denim striking your fancy?