Picture credit: ReDone/Instagram

JEANS that look worn in to perfection but also hug every curve of your body are the holy grail in every girl's wardrobe, and LA label Re/Done just might have hit upon the perfect alchemy to create them. No stretch, no technologically advanced dyeing process, these jeans look like your favourite old denim friend, but so, so much better.

Once upon a time, it was enough to just find a cool pair of vintage Levi's - conjuring images of everyone from the supermodels to Bruce Springsteen - and wear them as they were, but today's denim-buying public is too discerning for that. Not content to suffer baggy legs and an unsightly crotch bulge in exchange for the perfectly washed and worn fabric, shoppers began tailoring and refitting their vintage pairs (prompting Levi's to launch the 501 CT earlier this year), but Re/Done has taken that a step further.

"In order to create the perfect shape, we take the original Levi's apart and then we cut a pattern on top, so the jean becomes a modern fit," co-founder Sean Barron explained. "Arriving at the process took almost a year actually, and after seven months we almost gave up, we just thought, 'It can't be done.' Taking something that was made for a man and re-cutting it to fit a woman's body, it's really challenging. We re-cut it as if we're making a new jean, but just using the vintage fabric. Levi's are really happy with us, they really believe we are helping their relevance. The president actually called me and said, 'I want to tell you that we all think you're great.' We don't think of this as a denim brand, it's a movement we've started towards making heritage brands become relevant."

Created by entrepreneurial duo Barron and Jamie Mazur, the brand was born because "all the cool chicks we knew wore vintage Levi's but had them tailored to fit better". Barron, who founded and then sold contemporary label Joie, is the business side of the partnership and Mazur, although previously business-focused in his ventures, brings the creative.

Mazur is intimately acquainted with what it is to look good in a pair of jeans as the brother of Hollywood stylist Jennifer Mazur (the woman behind the on and off-duty looks of stars including Irina Shayk and Dakota Johnson), and as fiancé to Alessandra Ambrosio. The Brazilian model often, but not exclusively, sports the brand and has doubtless been instrumental in getting fellow Victoria's Secret Angels into the company's jeans. Candice Swanepoel, who herself created a line of vintage-inspired jeans for Mother last year, and Elsa Hosk, with whom Re/Done are collaborating in the coming year, are both big fans. So what's so great about them?

"We can pretty much make any shape out of the 501," Mazur told us. "We have a flare coming out; this super skinny with a flare that we're doing with Elsa Hosk; there is a jean here for every girl."

Aside from making girls of all shapes and sizes look thinner, taller and with a better bum (what else is there?) Re/Done's jeans also eradicate the contrived strategically placed rips and tears of mass produced denim. Buying a pair online is a tailored experience as users choose their size, and are then shown jeans in different shapes (straight skinny, relaxed straight, high rise, and shorts), different washes, and in different states of distress in order to choose the actual pair that they want to buy. Currently, more show the phrase "Join The Waitlist" than there are available to buy, which raises the question of availability. Are the founders concerned that they might run the vintage Levi's well dry?

"No," Barron smiled. "There are a lot. Levi's has been making the 501 for 40 years at around 10 million pairs a year, so there are 400 million pairs in circulation - give or take a few. We're fine for a while. Everyone has had a personal relationship with Levi's, they remember their first pair, and nobody else had that pair. That's the feeling we're creating here."

We don't think of this as a denim brand, it's a movement we've started towards making heritage brands become relevant.

Further to their denim domination - with men's Levi's next, but by no means last, on the Re/Done agenda - the twosome have their sights set on an interesting expansion plan.

"We are talking to lots of other brands - all the obvious brands that you could think of that have heritage kudos but not cool factor with a contemporary customer," Mazur revealed. "We are already working on developing product with them. It's not going to be a seasonal collaboration; these will be pieces that just become part of the range. First we are working to create the perfect tee with Hanes, then there may be leather jackets coming. What we are doing - in reworking and re-appropriating vintage from brands that maybe aren't cool anymore, or maybe don't even exist anymore - is no different than what other designers, like Hedi Slimane, are doing. The difference is that we are giving the vintage brand that inspired the look full credit."

Go to Shopredone.com - or visit the Selfridges Denim Studio - to view the collection.

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