The comfiest pair of jeans you'll ever own.
And most eco-friendly too. A year in the making, we've meticulously fine-tuned every design detail, perfected every fit, and sourced one of the lowest impact denim mills in the world.
Our first ever Performance Denim Collection features flattering, shape-defining power stretch with 40-50% elasticity, and it never loses its shape.
Denim sourced from ISKO™, the world's largest mill pioneering Responsible Innovation™ in denim. Our denim is crafted using certified cotton, and certified reused and recycled yarns.
Made in England
A year in the making, we’ve meticulously fine-tuned every detail over every prototype. Our Denim range has proudly and locally been cut and sewn by the iconic 150-year old Cookson and Clegg factory in Blackburn, England.
Easy on Our Planet
Our denim results in 66% less fresh water usage and 26% less carbon usage on average than standard denim. The carbon footprint of your Dai denim is 6.3kg CO2e on average, which we're fully balancing and offsetting for you as part of our commitment to the planet.
DAI DNA™ BODY MAPPING
Chat with a stylist, on Whatsapp or call. Get your perfect fit.
We're here to help! Email us to discover your best fit or get assistance with size, returns, or anything else.
DHL Next-day Delivery within UK, free shipping above £250.
Not happy with your purchase? Free returns within 28 days.