Serfontaine is a hot LA denim brand with a difference. The curve flattering cuts and authentic vintage washes are the result of Mik Serfontaine’s quest to create “the perfect jean.” Dubbed “the most rock n roll jean” by Allure magazine and sported by Britney Spears on her most recent tour, Serfontaine jeans are the anti-thesis of the ‘zebra striped’, over-stylised bleached denim look. Instead, they distress the denim organically using a distinctive enzymatic process to create a natural, ‘worn-in’ aesthetic reminiscent of a favourite pair of jeans. This alongside the myriad combinations of cuts, pocket styles and patented rope stitch detail culminates in a jean with a truly one-off effect.

This season’s key styles include: the Rodeo jean with it’s seamless interlocking panels available in either gold or silver metallic stitching and designed to make a women’s leg seem like they go on forever; the cruiser cropped jean which depending on your penchant for stilettos, boots or ballet flats can be either dressed up or down; the curve flattering and double buttoned low pro jean; and the super skinny rock star inspired quadrant jean.

Celebrity fans include Sienna Miller, Halle Berry, Beyonce, Jennifer Lopez, Pink, Britney Spears, Jade Jagger, Daryl Hannah, Will Smith, Usher, Aerosmith’s Steven Tyler, Ashton Kutcher, Viggo Mortensen, Josh Hartnett, and Mickey Rourke. Serfontaine are currently working with some of the best European stockists including Selfridges, Browns, Harrods, Elite and Delitto e Castigo. Over the next six months the brand plans to develop their customised denim offering taking ‘by request’ orders and producing them as in-house specialty collections.