Sydney-based Finn Denim is pending on a name change in light of existing Swedish label called FIN and the alternative name they came up with seems to be taken as well. Hmmm… these thing do happen, e.g. think Ksubi (formerly known as Tsubi). Although their label-to-be has not found its ground yet, we reckon the product itself is unique – the design boldly suggests changing the way people wear jeans. It challenges the concept of the all-consuming denim market with reversible jeans. Yeah, one pair is essentially two products, two styles and two colour ways for the price of one.

By incorporating a unique design process, designer Kassandra Scardino has created a product that aims to be functional, fashionable and economical. The reversible action creates more choice, making the product less disposable and therefore reducing waste, also minimising space in the wardrobe. Not to also mention a convenient clothing item for travelling, partying or sleepovers (without the walk of shame the next day).

We were however a bit sceptical about how comfy it would be to wear reversible jeans but as there are no seams in the whole garment, they are comfortable on both sides. The jeans are 100% Australian made, using imported quality Turkish denim. Their Spring/Summer 09 includes a variety of colours in the following styles; High Waisted Skinny Stretch, Hip Skinny Stretch and Shorts.

The guys are not left out with options of Skinny Stretch, Straight Rigid and Shorts for men. All designs are contemporary yet timeless which makes them great items to invest in during the GFC which insists to stay…

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• Dr Denim Spring Summer 2011 collection
• NoKo, Swedish Jeans Made in North Korea
• Från Ö till A by Cheap Monday creator
• Philips x O’Neill The Stretch Headphones