The late Andy Warhol once said, “I want to die with my blue jeans on.”
Such an offbeat statement could have been batted away as the zany expressions of a genius whose mind operated on a different frequency to everyone else’s.
Regardless, the quote stuck. In part, that could attributed to the fact he became synonymous with his blue jeans. He was rarely photographed without them.
But there’s more to it than that. Warhol’s affinity with his jeans struck a chord because it’s something we’ve all experienced.
That feeling of comfort when you find the perfect fit – made sweeter by the rarity of which it happens. In your teens and early 20s, it’s a doddle.
As one pair wears out you simply head to the shops and pick up another. A straight swap. However, as your youth fades and your body changes the process is complicated.
Nothing fits as it did before, and instead of feeling like embracing an old friend every time you put them on, your jeans become an unwanted reminder of your transition.
Something so little yet so significant makes you feel like an outsider. Your body no longer fits with ‘the norm’.
Sophie Cooper of I Am Denim knows that feeling all too well, and in a bid to make denim great again she set out on a mission to create jeans that were comfortable, looked good and were beautifully made.
Almost six years into the journey her message is clear: “I want you to love yourself as you are.”
As part of our founders series, we sat down with Sophie to discuss success, body confidence, childbirth, and everything in between.
The Birth Of I Am Denim
Usually, when we talk about the birth of a company it’s figurative. However, in Sophie’s case, it’s quite literal.
After her son was born she became seriously unwell and had to undergo life-saving major stomach surgery. In the weeks that followed simple tasks such as pulling on her jeans became difficult and uncomfortable.
While searching for the right pair she realised how much everyone struggles, especially if their bodies have changed after pregnancy, fluctuations in weight, or surgery.
And so, alongside the gift of new life, she had a newfound purpose.
“I wanted to create jeans that everyone could wear with total confidence no matter their shape, size, scars or surgery,” she explained.
“Jeans should be for everybody’s body. So that’s how I Am Denim was born!”
Achieving her goal, however, proved difficult. In fact, Sophie was told by certain manufacturers what she wanted to achieve wasn’t possible.
But there are few people in life more determined than a mother on a mission, and she certainly wasn’t taking no for an answer.
“The main challenge was finding a manufacturer that could create my design to a high standard as it’s quite technical,” she added.
“I had a few tell me it couldn’t be done, but that just made me even more determined to bring my designs to life. If you can think it, then it’s possible.”
Eventually, Sophie found a manufacturer in the UK, carefully selecting one she could preside over to ensure her vision took shape just as she wanted it to.
It’s safe to say after a painstaking process she’s more than happy with the results.
She said: “I Am Denim jeans have been cleverly designed to fit everybody’s body, men and women. They’re the first tummy-friendly inclusive jeans brand.
“They’re perfect for the body conscious, for those struggling to find comfortable jeans, for after baby, for scars, for after surgery, stretch marks, mumtum, dadbod, bloating, endometriosis, ostomy, weight gain or loss and much more!
“I’ve spent years getting this right and I’m so proud of the results. The jeans offer tummy control technology and comfort for those who need it most.
“Being able to create jeans that help ease the psychological impact of getting dressed is really special and what makes my brand unique.”
Both Sophie and I Am Denim have experienced some incredible moments since the launch.
She appeared on Channel 4’s Steph’s Packed Lunch, with presenter Steph McGovern even donning her jeans live on air.
English writer Katie Piper OBE and American actress Eva Mendes have also expressed their love for the brand, which has been further featured in Forbes and Vogue.
But Sophie insisted all the high-profile appearances meant little compared to the testimonies of happy customers.
“Honestly though, even with features in Forbes and Vogue and winning awards as an entrepreneur, the best moments will always be the emails and messages from my customers telling me how these jeans changed their life,” she continued.
“Sometimes the psychological impact of getting dressed in something like jeans that so many struggle with can leave a lasting effect. To make jeans that help restore people’s confidence in their own body positivity is truly the best feeling, and exactly why I started I Am Denim.”
When asked what success for I Am Denim looked like to her, Sophie’s response was much the same. She said: “Such a great question.
“Success is knowing I can help men and women feel amazing when they get dressed in jeans instead of struggling and blaming their bodies. Clothes should be made to fit our bodies, not the other way around.
“I think from a business perspective success for I Am Denim is to become a globally recognised inclusive jeans brand. The go-to brand for finding jeans that fit no matter your shape, size, scars or surgery. Also, I Am Denim launching in Selfridges denim studio!”
Financing I Am Denim
Given her intrinsic motivations for starting I Am Denim, it was no surprise to hear that Sophie has financed the brand herself.
“The entire journey has been completely self-funded,” she said. “Everything has been 100% organic including all the PR, press features, social media, traffic to the website, partnerships, collabs, etc.”
It will also come as little shock to hear that she still has a massive day-to-day involvement in I Am Denim’s operation.
“My typical day involves absolutely everything from designing new styles of jeans to fulfilling orders and everything in between, I’m a one-woman band,” she joked.
“Running my own business is very demanding, and you do have to consciously be aware of finding that balance.
“With access to technology round-the-clock from any location I find my hours can be flexible, which is great and makes things so much easier.
“If I haven’t completed everything in the day I always have the option of working at night from my laptop in my pyjamas! I find if I plan my hours and schedule my tasks for each day it’s really beneficial and more productive.”
Sophie admitted she still has a long way to go with I Am Denim. Her vision for the future entails physical stores in the UK, France, USA and Dubai as well as a conquering online presence.
Explaining why getting her products on shelves is crucial for that to happen, she said: “My jeans have been in boutiques and literally sell out the same day.
“When customers can feel, touch and try the jeans on they immediately see and feel the difference.”
Asked whether there are any new products in the pipeline, Sophie gave us an exclusive sneak peek into what’s to come.
“Yes, the new straight-leg jean for women,” she revealed. “It has a unique concealed adjustable waistband that gives the perfect fit by adapting to your body’s shape.
“These are going to be so popular! We will start taking preorders very soon.”
Now that we’ve set the scene, I think it’s time you heard more from the woman herself.
Questions With Sophie Cooper
If you could describe your perfect customer who would it be?
All my customers are perfect in their own way but I think for me it’s when they message to let me know what a difference the jeans I’ve designed have made to their lives.
Sometimes they have not been able to find jeans that fit for years or make them feel good especially if their body has changed or they’ve had surgery or suffer from bloating.
It’s really special knowing I’ve helped them feel better and boosted their confidence when it comes to getting dressed.
What has been your worst moment since launching I Am Denim?
I honestly don’t think there has been a ‘worst’ moment. I absolutely love what I do and although the journey isn’t linear I’ve enjoyed every step of the way.
If someone is reading this and wants to start their own fashion brand what are 5 pieces of advice you can give them?
1) If you’re truly passionate about it then go for it no matter what.
2) If you believe in what you’re doing and have a vision then never ever give up.
3) People often like to give you their opinion along the way, sometimes negative, and they like to dress it up as advice – but in your heart, you’ll know what’s right for you and your business. Follow your instinct always.
4) Have a plan in place of all the things you want to achieve along the way even if you don’t quite know how you’ll achieve them just yet. Write your dreams down and keep that vision clear in your mind working towards it.
5) Never be afraid to ask for help or support. Starting out by yourself takes a lot of courage, self-belief and determination, and is so worth it. For me, being able to help people feel more confident and comfortable, and enabling them to look great in the jeans I design, is really special.
How many times have you felt like throwing the towel in and quitting?
Never.
If you could wave a magic wand what would the future of I Am Denim look like in 3 years’ time?
The future looks like physical stores in the UK, France, USA and Dubai as well as conquering online presence.
My jeans have been in boutiques and literally sell out the same day. When customers can feel, touch and try the jeans on they immediately see and feel the difference.
What is the worst part of your job?
Genuinely there isn’t one.
What is the best?
Everything, I love my job, designing jeans that help people feel good about their bodies is so special. Also, the flexibility it gives me as I’m also a mum who homeschools.
For anyone out there who doesn’t feel confident in their current clothes, what are the staple items you sell that they should try?
Definitely the denim joggers, they’re super versatile and so comfy. If you’ve just had a baby and want that added support on the tummy then our Above & Beyond jeans are a must.
For the men, it’s the tummy control jeans every day of the week. They’re smart enough to wear to work and comfy enough to lounge in at home.
TV features and newspaper spreads! What has been the highest returning PR so far?
I’ve been really blessed here as every feature has been completely organic. Appearing on Steph’s Packed Lunch on Channel 4 was by far the best-returning PR.
It was a live show and Steph interviewed me about the jeans I’ve designed and why I created them.
The team then did a mini fashion show which showcased my jeans and each one of them said what they loved about them!
Literally seconds after coming off air orders were flooding in. It was an amazing experience that I’d do over and over again.
What area of your business needs the most attention?
Content creation, marketing and more exposure…It’s a work in progress.
IG or TikTok?
IG all the way. I’ve made some incredible connections on there and receive so much love from customers and influencers for the brand I’ve created and the jeans that make them feel so good.
How do you want anyone who is wearing your clothes to feel?
I want them to feel incredible, confident, and content in their own skin. I want them to feel so comfortable that they forget they’re wearing jeans.
To make people feel good again in jeans brings me so much happiness. When customers get in touch to thank me for making the jeans it means so much.
Sometimes my customers haven’t worn jeans for years due to their body changing because of weight changes, bloating, mumtum, dadbod, surgery, c-section or baby scars etc so easing the psychological impact of getting dressed in something we all struggle with is really special and important to me.
