HERA Denim is backed by research. Before we made our first pair of jeans, we surveyed a range of women to discover the most common problems they encounter when it comes to fit—and there were many!

Standard sizing is based on ratios and proportions that hardly ever equate to real bodies. Slim waists do not always mean narrow hips. Big bums do not always mean wide waists. Women are frustrated at floating between sizes, feeling as if their bodies are somehow wrong. These complaints are close to our founder Brianna’s heart as they were issues she encountered herself.

Right now, our jeans cater to women with small waists and big bums. Future HERA cuts will respond to other fit problems, and will be created with different body types in mind. 

From the beginning, HERA has been a dialogue. This is why want to continue to hear from women who are struggling with fit - so let’s have a conversation. Click the button below to complete our fit survey.