A fabric born in the South of France

Before conquering the entire world under the name denim, this robust and timeless fabric was born in Nîmes, in the Gard region, in the 17th century. The toile de Nîmes — a contraction that gave rise to the English word denim (“de Nîmes”) — was then a wool and silk twill, woven to withstand the toughest jobs.

From workwear to fashion icon

It was Levi Strauss who, in the 19th century, popularized this fabric in America by using it to make work trousers for Gold Rush miners. Robust, washable, and increasingly accessible, denim quickly became the clothing of the people — and then, over the decades, that of rebellion, rock, and finally haute couture.

A natural and noble material

Traditional denim is woven from cotton with a characteristic twill weave: the warp threads (dyed in indigo) pass over several weft threads, creating that highly recognizable diagonal texture. The more it is worn, the more it develops a patina, revealing a unique personality specific to each wearer.