Based in Toronto, Pretty Denim is a fashion brand that focuses on creating elevated denim garments. Tahnee Lloyd, the brand’s founder, takes jeans, historically utilitarian, and creates 14 piece capsule collections exclusively featuring denim, embellishments and non traditional silhouettes.
The first collection, Her, is inspired by a series of strong powerful women who defied beauty conventions of their time. Inspired by this bold contrarian attitude, the Pretty Denim identity revolves around a design that doesn’t fit the mold. The eye-catching letterforms vary in weight and size to celebrate the different shapes and forms of beauty found in women who don’t conform.
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