Weirloom

A smarter way to make jeans.

What if we're the problem?

Most brands make too much and put a discount on everything that doesn’t sell fast.
To make the numbers work, garments are priced to make sure they're still profitable.

As consumers, we’ve come to accept it—we expect it. But that's doesn't make it right.

This is the other way: made with intention, in limited quantities, and based on demand.

Years of guiding. One big idea.

The stuff of dreams

I’ve been helping people find jeans for more than a decade—through my website Denimhunters, and behind the scenes with other brands.

Now, I’m making my own. It starts with one pair of jeans. And a reason to make it.

(I'm Thomas, by the way.)

Made to matter.

Not just another jeans brand

I’ve wanted to start a jeans brand for years. But I wasn’t ready. I didn’t want to launch something just for the sake of it. I didn’t want to make just another brand.

If I was going to do this, it had to be something I could truly get behind.
Something lasting. Something honest. Something that, one day, could be worth passing on.

I want your jeans to be wearable heirlooms. That's why it's called Weirloom (pronounced "wearloom").

Starting with one pair of jeans.

Designed with intention

I don't like things that're over-designed. I don't like chasing trends.
I wanted to make a pair of jeans I’d reach for every day—for years.

There’s just one product right now. But everything in it has a purpose.
The fit is timeless and wearable. The fabric comes from one of the best denim mills in the world. The details—from the hardware to the hem—are carefully chosen to last, not to show off.

Every detail has a reason.

Italian denim from Candiani.

Selvedge with soul

The denim is woven in Italy by Candiani—one of the most respected mills in the world. It’s a selvedge weave, made the traditional way on shuttle looms.

The kind that gets better with wear. Full of character. The kind that looks like it came from Japan—and that’s the highest compliment we can give.

Candiani have been perfecting this craft since 1938. But they’re not just preserving the past. They’ve led the industry in sustainable innovation for decades. That’s why this fabric was the right choice.

Past roots. Future grown.

Cotton that's regenerative

Cotton has a bad rep—and for good reason. It takes a toll on land, water, and soil. Regenerative cotton is different.

It’s farmed with old-school techniques like crop rotation and natural fertilisers. That means healthier soil, more biodiversity, and less carbon in the air.

It’s cotton that gives back more than it takes. It's the natural choice.

Priced with Purpose.

Made for fewer, better buys

These jeans aren’t cheap—and they’re not supposed to be. Because cutting corners on cost means cutting corners on quality.

They’re made from the best materials I can find. Woven in Italy. Sewn in Portugal. Built to be worn often.

It’s not about paying more. It’s about getting more—and wearing it longer. It’s about making something with intention—and pricing it the same way.

That’s what you’re paying for: honest materials, ethical production, and a product designed to be worn for years. Priced to reflect what went into it—and what you’ll get out of it.

Not too slim. Not too loose.

Cut to fit real life

You can’t build a great pair of jeans without nailing the fit. This one’s based on years of helping people find jeans that work—on real bodies, in real life. It’s not a fashion statement. It’s a foundation.

Think timeless five-pocket shape. A straight leg that balances structure and ease. A rise that sits just right—high enough for comfort, not too high for style. It’s the kind of fit you don’t have to think about. You just put them on—and wear them in.

(The jeans shown here are a prototype. Production jeans will have a back pocket signature.)

Why it’s not raw (but still right)

One wash, one choice

These jeans aren’t raw. And that’s on purpose.

They’re washed once. It softens the fabric, sets the size, and speeds up the break-in. You’ll still get fades.

This was a choice. A practical one. Because good jeans should fit your life—not the other way around.

How to care (and why it matters)

Hard wear, smart care

‘Made to last’ doesn’t mean they don’t need care.

It starts with wearing them. A lot. Let them shape to your life. Let the creases set. Let the fabric soften with you. And when it’s time to wash—go gentle.

Because longevity doesn’t just come from how things are made. It comes from how you treat them. And that’s what Weirloom is about: giving your jeans a story worth keeping.

The Launch Plan.

A different kind of Kickstarter

There's this HBO show called How to Make It in America. A couple guys trying to start a denim brand. It's a painfully real look at how hard it is to kickstart a brand.

I’ve been working with denim for over a decade. I know the industry. I’ve seen what works. And I want Weirloom to grow. I want it to be my full-time work. Something that supports my family. Something that, one day, might even become my legacy.

But I also want to do it the right way. That’s why I’m launching with pre-orders. Like a Kickstarter, just without the gimmicks. The goal is to only produce what I can sell. No overproduction. No guesswork.

It’s slower. But it’s better. And it means I can focus on making the best jeans I know how to make—without compromise. This isn’t about hype. It’s about getting the first 100 pairs right.

Pre-orders are open now.