Custom denim is getting more personalized for fans of Peloton instructor and fitness influencer Emma Lovewell.
Los Angeles-based Sene, which launched on Kickstarter in 2019 as a custom suiting brand, has collaborated with the instructor on a jeans collection tailored to each customer’s own body.
The collection spans five women’s jeans styles and one men’s style based on the label’s Air Jean, a lightweight (10.5-ounce) Japanese denim designed for the luxury market. Each style features a light wash called the “Emma Blue” and ’90s-inspired distressing.
In place of standard sizing, Sene offers customers two options to find their custom fit. They can either complete an 11-question “SmartFit” quiz online with questions related to body frame and typical sizing, or take measurements using a video as a guide.
Based on that information, the company then formulates a custom size and applies it to each product on the site, with further customizable options like rise (high, medium or low) and length (full, ankle or cropped). Each variation includes an accompanying “real life photo” of the jeans’ rise and length options to further remove any guesswork from the shopping experience. Through this feature, the brand states that it can accurately fit men’s waist sizes 24-60 and inseams 20- 50, and women’s sizes 00-40.
In addition to custom sizing, the brand offers no-strings-attached purchases, with a 60-day guarantee. It offers free returns, alterations, remakes and exchanges. It takes two weeks for the brand to make the custom jeans.
Lovewell was a natural partner for the brand, as Sene CEO Ray Li noted that wellness and fashion overlap more often than we think.
“Often times if you work out and are active, standard sizes clothes don’t fit properly,” he told Rivet. “For example, if you cycle, you might have larger thighs and that can be challenging. Also, just as you invest in your own health and wellness, Sene is about investing in fewer better things that are made for your own body.”
With more than 517K followers on Instagram and a massive following on Peloton, Lovewell’s position in the health and wellness industry closely aligns with the body positive foundation of Sene’s custom sizing offering. “You’re not meant to fit some ideal size that everybody else fits in,” Lovewell said. “I really do believe that we should love our bodies how they are now and we should wear clothes that fit our bodies how they are now.”
The Sene x Emma collection is available now and includes slim, skinny, mom and loose straight fits, as well as a pair of denim shorts for women and a slim jean for men. The collection retails for $149.
The custom jean market is opening up to more collaborations and crossovers. Pangaia recently teamed with robotics and digital apparel company Unspun to offer custom hemp and organic cotton jeans. In April, Unspun tapped former Levi’s designer Jonathan Cheung to design a line of genderless custom jeans.