Over the years !iT has become known for its continuing vision and innovation in the contemporary marketplace. At !iT we understand Fashion, but more importantly we understand Women. Maintaining our commitment to offering the perfect jeans for the current woman in today’s fashion, !iT has evolved into !iT COLLECTIVE, where we are re-imagining the brand utilizing the latest denim technology and craftsmanship to provide the perfect fit for our new audience, the “Current Woman”.
The Current Woman is stylish but also adapting to her changing body. She seeks today’s fashion while being more conscious of figure-flattering apparel. We have aligned ourselves with the needs of the Current Woman. Our values are her values.
!iT Jeans has been reborn into !iT COLLECTIVE; we design pieces for the Current Woman to suit her life and changing roles, so she can look and feel confident and beautiful.