HERA Denim responds to a need for a different kind of sizing. We heard the complaints of women who felt their body shapes had been ignored. They told us of waist gaps, narrow thighs, and restrictive hips... so we decided to do something about it.
We want you to be able to move and dance and play in your favourite jeans. To celebrate your wide hips and full bums. We want you to reach for your HERA jeans in the morning because they make you feel empowered, unstoppable, and beautiful.
Snug at the top and roomy at the bottom, these are jeans for living.
In Norse mythology, Freya is the goddess of love, and we couldn’t think of a more perfect name for our first HERA design. These jeans are all about loving your wide hips, big thighs, and full bums.
Cut high and cinched at the waist for a snug but comfortable fit, tapering to a wide leg that can be cuffed or left open, depending on your style.
The 100% cotton denim is the perfect faded shade of indigo blue, designed to become more unique with every wear.

Beautiful details.
From the paperette waistband patch to the rust-coloured stitching, our attention to detail will make you love your jeans for more than their amazing fit.

Quality denim.
We use Japanese denim for its quality and durability. HERA jeans are dyed in classic indigo and then faded to the perfect shade of blue.

Melbourne made.
HERA works with a manufacturer in Melbourne, Australia. This family-run business has been making jeans for thirty years.
Our customers tell us what they think.

HERA founder Brianna comes to casual-wear from the bridal industry, which means she knows a lot about the significance of clothes: how they shape our memories, inspire confidence, or, conversely, trigger our insecurities.
It’s common for women to fall between sizes because there is nothing ‘standard’ about our bodies. As a skilled seamstress herself, Brianna brings a wealth of experience to HERA and an understanding of what it’s like to continually encounter jeans that don’t fit. Brianna combines this knowledge with a passion for body positivity and inclusivity—HERA was born from a desire to celebrate women’s bodies in all their variety.