Our Story

DEMOO JEANS WAS FOUNDED BY JESS AND SASSIE PATEL, AND INDIA TAYLOR-SMITH AT DURHAM UNIVERSITY IN MARCH 2018.

FOUNDING A FASHION BRAND CERTAINLY WASN'T AT THE TOP OF OUR AGENDA (AT FIRST!) WHILE STUDYING , BUT WATCHING DEMOO GROW OVER THE YEARS HAS MADE US INCREDIBLY GRATEFUL TO STILL BE ON THIS JOURNEY. IT HAS BEEN ONE HECK OF A RIDE!

SINCE 2018, THE BRAND HAS EVOLVED FROM THE THREE OF US SEWING GARMENTS BY HAND IN OUR DORMITORIES, TO EMPLOYING A TEAM OF FEMALE SEAMSTRESSES IN LONDON, TO AN EXCITING NEW CHAPTER OF DEMOO. WE ARE NOW PARTNERING WITH A FAMILY-RUN FACTORY IN LONDON TO MAKE ALL ITEMS FROM SCRATCH.

WE ARE ALL ABOUT THE 'FEEL-GOOD'. WE WANT YOU TO BE EMPOWERED, BEAUTIFUL AND CONFIDENT WHILE WEARING DEMOO. AND CONFIDENT THAT YOU KNOW WHERE AND HOW YOUR GARMENT HAS BEEN MADE.

DEMOO TAKES A THOUGHTFUL APPROACH TO FASHION. OUR SMALL-SCALE COLLECTIONS ARE BROUGHT TO LIFE THROUGH BRITISH MANAFACTURERS. WHEN YOU BUY DEMOO, YOU ARE INVESTING IN HIGHLY SKILLED CRAFSTMANSHIP THAT HAS BEEN HANDED DOWN THROUGH GENERATIONS. YOU CAN BE SURE THAT THE PEOPLE WHO HAVE WORKED HARD TO MAKE THOSE PRODUCTS HAVE BEEN COMPENSATED FAIRLY FOR THEIR LABOUR WHILST WORKING IN SAFE ENVIRONMENTS.