A seriously well designed jean.

You don’t get into denim unless you’re serious.

The process, skill, time and machinery involved in making one of the best jeans on, and for the planet, is enough to put anyone off.

I knew I would need the help of a serious denim designer.

So I went to the top.

Mohsin Sajid is the ‘Jony Ive’ of denim.

As well as being Creative Director of his own brand Endrime, Mohsin has created iconic jeans for some of the world’s most respected denim brands. And lectures globally on the rich history of denim.

(He also designed my all-time favourite jean, the ED-55.)

And there’s something else you should know about Mohsin. I couldn’t afford his normal fee for designing a world-class jean. But he believes in MTTR as much as I do, so he did it anyway.

I don’t know how or when I will be able to pay him back. But I will.

I’m serious about that, too.