Lucy Pinter and Flora Evans met on a fashion shoot in 1999, introduced by mutual friend and style icon Judy Blame. At the time, Lucy was becoming known as one of London’s edgier stylists (iD, Black Book, Vogue Nippon), while Flora’s photographs & illustrations appeared in the Face, iT & Vogue magazine. Desperate for a jean they couldn’t find, they started designing their own. In the Autumn of 2003 they established Superfine wanting to make jeans with a real London attitude: simple, refined and especially skinny. They immediately started gathering a dedicated following, pioneering the skinny jean & sophisticated denim washes. Heavily inspired by rock & roll icons and influenced by Lucy & Flora’s fashion backgrounds, Superfine has always had a strong sense of identity. A bit punk, a bit purist, the label has led the way with clean looking denim, free from branding and embellishment. All the time embracing denim’s effortlessness, the focus for Superfine has always been fit & fabric whilst keeping the details hidden. Staying stylish in its simplicity while exploring innovative new denim treatments has been key to the labels evolution. While staying true to their signature skinny jean, collections have moved into new fresh silhouettes. Creative collaborations allow Superfine to stay original whilst high-fashion editorial keeps Superfine on the leading edge. Visual imagery is right at the heart of the label, inspiring and driving collections forward every season (see gallery). Kate Moss, Sienna Miller, Scarlett Johansen, Eva Herzigova, Kate Bosworth, Cameron Diaz, Brittany Murphy & Juliette Lewis are all long time fans of Superfines chic rock & roll silhouettes. Superfine mens line will be available at selected stores at the end of 2006.

“Londons smart sophisticated Superfines are a cut above their hip hugging competition”. American Vogue