Denim of Virtue Jeans Denim Of Virtue "bright" Hi Rise Wide Leg London Blue

What makes a pair of jeans iconic?

As in worthy of you wanting to wear them day-in, day-out? California-based Denim of Virtue, the latest premium denim company to come out of L.A., is poised to have the answer.

Denim of Virtue has instinctively fused together the fundamental elements of what defines a great jean: modern in silhouette and aesthetic, authentic in craftsmanship, and most importantly a design that enhances figure and fit.

The Denim of Virtue Collection, which debuted in 2006, marks a new direction in denim wear. Using their signature finishing techniques, the styling of a Denim of Virtue Jean has softer contours, not unlike the brushstrokes of Chinese calligraphy. The result produces a subtle zen-like sensibility and features a smoother, more modern curve that caresses the body. Bias-cutting, curvature and stitch detailing add to give it a sexy fit, rounding where necessary, though never too low a waist.

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