Simply Suzette, Owner and Founder
Ani Wells
Simply Suzette, Owner and Founder


Through her blog and social media, Ani Wells encourages consumers to understand the origin of their clothing.

Deep Dive

Ani Wells has created a platform for good.

She launched her blog, Simply Suzette, in 2018 after researching the denim industry’s production methods and uncovering the harmful implications of buying lower quality denim. From that point on, she became committed to bridging the gap between consumers and the denim supply chain to encourage more informed, responsible purchasing decisions.

Recently, she moderated panels for Kingpins24 and the Transformers: Catalysts event, and became the partnerships and digital communications lead for the Conscious Fashion Campaign, which allows her to speak at various partner events and further spread awareness for responsible denim production and consumption.

Wells continues to engage followers through her platform and she started the #DiligentDenim hashtag to encourage consumers to understand the origin of their clothing.

What will the denim industry be like in the next 18 months?

With all of the global crises in 2020, trends are accelerating at light speed, and what I think right now will probably be different a few months from now. If we continue to open up economies, then I think we will be in recovery mode in 18 months. It has been hopeful to see many adapting to the current climate and experimenting with new models of business, capitalizing on technology available to us. So, I think we will start to see more and more take hold of these opportunities, as well as focus more on storytelling with a human element to balance our digital world with the real world.

What change would you like to see in the denim industry as a result of Covid-19?

Covid-19 exposed how delicate our supply chain really is. It has been heartbreaking to hear about the reality garment workers are facing overseas. But, during these times we have also seen major fashion companies join forces to work toward a common goal. I would hope that the sentiment of working together sticks, and this also means treating suppliers like partners. As the industry comes back, I would love to see it look at the scale and offering they are producing, at the same time taking care of workers who will be impacted during this transition.

How do you define sustainability in a post-pandemic world?

Sustainability can mean nothing and everything at the same time. Is it social sustainability, environmental sustainability, or economic sustainability? I think post-pandemic, we need to define what we are talking about with new terminology.

Describe your dream jeans.

My dream pair of jeans is a fully traceable zero-waste jean with every aspect designed for circularity using the most responsible fibers, trims and production methods available.

What is your most worn pair of jeans, and why?

My most worn pair of jeans are my vintage Tommy Hilfigers. They feel like sweatpants, have random paint splatters on them and are the perfect shade of dusty blue.

Name one word that best describes denim.