New fashion brand is changing the rules of women's denim

Elevate your everyday look with Pretty Denim – a new luxury denim collection

TORONTO, May 17, 2018 /CNW/ - Pretty Denim, new Canadian luxury denim line, has created a denim collection that boldly addresses a significant style gap in the women's denim market. With a distinctive style, Pretty Denim pushes denim into the dressier segment of women's wardrobes. Focused on finishes, fabrics and the perfect fit, the brand is launching with a full capsule collection called "Her" for Spring/Summer 2018.

"The brand is called Pretty Denim because it perfectly describes what we are and the revolution we want to bring to women's denim," says Designer and Co-founder Tahnee Lloyd-Smith. "There are still many occasions not deemed suitable for women to wear denim. Pretty Denim intends to change that," she added.

Created with the mindset of a tailor, "Her" features raw Japanese and Italian denims highlighted by distinctive features. Standout pieces include pants with fishtails and copper paint, shirts with outrageously beautiful collars and buttons that take on a new life throughout the collection. "The original meaning of 'pretty' – cunning, artful, astute – I think speaks to the women who love our style," continues Tahnee.

The "Her" collection includes 14 items: 7 pants, 4 tops, a dress, a kimono and a bomber jacket. "We didn't want to launch with just a few items, we want to own this market niche," says Tahnee. Pretty Denim is available exclusively at prettydenim.com. Women are increasingly buying luxury fashion online – Pretty Denim provides them with the experience they expect from a luxury brand.

Pretty Denim is the brainchild of Toronto-based husband and wife team Bob Froese and Tahnee Lloyd-Smith. Bob owns the advertising agency behind the successful Canadian launches of Kenneth Cole, Calvin Klein Jeans and Alfred Sung. Tahnee brings five years of luxury men's styling experience that ironically helped inspire the creative direction for the "Her" collection.

Co-founder Bob Froese says, "I am excited about the opportunity to create and launch a purpose-driven denim brand, having seen many brands simply add their name to denim rather than addressing it as something special."

Produced in Toronto, Pretty Denim is also a proud ambassador of luxury fashion manufacturing in Canada.

About Pretty Denim
Pretty Denim is a luxury women's denim brand that intends to elevate the role of denim in women's lives. Located and produced in Toronto, Canada, it was created by Canadian designer Tahnee Lloyd-Smith and husband and advertising agency owner Bob Froese. Pretty Denim launched its first capsule collection, called "Her", with pants, shirts, dresses and jackets in May 2018.

prettydenim.com 
@prettydenim

About the Cofounders
Following five years as Creative Director & Principal Stylist for Fashion Pig – a prestige styling service for men – Tahnee turned her tomboy sensibilities and love of fine fabrics to Pretty Denim.

Bob Froese owns the advertising agency, Bob's Your Uncle, that successfully launched Calvin Klein Jeans, Kenneth Cole and Alfred Sung in the Canadian market.

SOURCE Pretty Denim