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British label Rockins has launched its first denim and apparel range.

What started off as a brand that designed bespoke silk scarves as holiday presents for friends has evolved and has debuted its first collection.

Rockins launched in 2014, by creative directors Jess Morris and Tim Rockins, counts on Kate Moss and Jamie Hince as fans. Morris was a former marketing director while Rockins was an artist and musician. Both shared a passion for vintage scarves.

While the scarves are worn by a unisex consumer, the Rockins denim wearer can range from a woman from her early 20s to 70s.

“Denim is a huge market,” Morris told WWD. “But what there isn’t is a good fit, a great fit jean that has non-stretch. What’s happened is we’ve gotten lazy, and people are not caring as much about the fit. And our fit — it’s really important. What inspired us, really, was just to put something on the market that isn’t there. It’s not a boyfriend jean, it’s not a big, baggy jean. It’s good, original, authentic denim that’s in a body-conscious shape, being cut so that you can wear it slim. It’s about a great cut jean that works on hopefully most bodies and it’s not gimmicky and those who want the customized piece we provide a customization service.”

Channeling a bohemian vibe along with denim-clad wearers from the Seventies and Eighties, including Debbie Harry and Cher, Morris and Rockins have created a jeans range for “non-stretch devotees.” The line is made in Italy and incorporates a prewashed cotton and denim blend with double chain stitching.

“Our roots are very firmly planted in authenticity and charm of pure denim,” said Morris. “So our wearer is somebody who really appreciates that, and anybody who used to wear denim before the Aughts — when elastane came in. We’ve gotten so used to elastane, and not only is it the scourge of the planet anyway and causing so many problems, and as much as we put too much elastane in everything, save it for sportswear. Sportswear is fantastic, but your denim should be denim. You know denim should be fantastic, beautiful, cotton-looking and it’s hard-wearing. It’s something you should put on every day as your staple item.”

The Rockins Denim collection features three styles including low-rise, midrise and high-rise. The range is available in four shades: light, indigo, vintage wash and black. The range includes blouses, T-shirts and scarves — all inspired by the rock ‘n’ roll lifestyle. Silk shirts take cues from the Seventies with paisley prints adorned with guns and roses while military shirts feature bespoke mother of pearl buttons, chains or vintage patchwork.

Prices range from 70 pounds or $93 for a T-shirt to 1,000 pounds or $1,332 for a customized jacket. It will be sold exclusively at matchesfashion.com for a month starting Sept. 15. The range will be launching in Harrods on Oct. 15.

The brand will unveil an interiors collection called Lux Interior early next year. The home range will include cushions, throws and shawls.

“Everything is rock ‘n’ roll inspired, and Lux Interior was the amazing guitar player in the The Cramps,” said Morris. “Our things will be tongue in cheek and pulling in our rock ‘n’ roll references. And the idea is for people to be able to take out usable silk prints and bring them into their homes as well, bringing in that rock ‘n’ roll look into the home. So it’s slightly bohemian, silk, lots of fringing, lots of fabulous silks and lots of different prints — lots of prints that you can really mix, mash and clash together. “

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