Our Founder

I Am Denim was founded by British designer & entrepreneur Sophie Cooper, who set out to reinvent the way denim feels, fits and supports real bodies.

Built from her own experience after life saving abdominal surgery she believed that jeans should empower not restrict and they should never make us question our own bodies. Sophie realised the industry had overlooked millions of women and men who deserved better.

Driven by purpose, she created jeans with Tender Tummy Technology™, a world-first innovation designed to support sensitive tummies, bloating, natural fluctuations, post surgery and so much more. With each pair Sophie designed them to offer superior comfort making sure the jeans adjust to your body.

Now celebrated by British Vogue and worn by women across the world, I Am Denim is known for its inclusive fit, female-founded design and comfort that honours every shape, size, scar and story.

We welcome you in becoming part of the journey.