Himderella // from 2010 gallery // Image courtesy of Trousers London © Sebastien Pons

Imagine that the Police stops you and asks you to show them the Identity Number of your jeans. You probably get shocked, you think that it is impossible that a Yatzer reader like you has committed a style crime but, although you invent a story about vintage style or about logos looking old fashioned nowadays, you have no other choice but spend an entire night in prison.

Himderella // from 2010 gallery // Image courtesy of Trousers London © Sebastien Pons

Yatzer thinks about your needs even before you get to know them and presents you a brunch that in order to ensure the exclusivity of their jeans they have given a unique ID number to each pair. It is called Trousers London and it was launched during London Fashion Week in February 2008 by a team of four creatives whose training and professional experience span the fields of design, architecture, advertising and business.

The "Trousers London" Team // Alphabetically from left: Angel, Arthur, Kaspar & Marek. Early 2008 - London

This multi-disciplinary background helped fuse into being the brand they had so boldly imagined: an experimental, ambitious, future-focused jeans label inspired by London, from unique designs and shapes to small but important details. Their aspiration is to make jeans for the genuine modern-day gentlemen, for the man who loves the thrill of the new and is always at the forefront of the avant-garde. Each model of their jeans is limited edition; in the first collection each pair was one of only 150.

Trousers five // Image courtesy of Trousers London

At Trousers London, they believe in ecologically friendly materials and care that their products are not born of exploitation. The range is crafted with patience and skill in small batches, in their Italian factory, using organic premium denim. Each new jeans model is numbered in the order of its design. Their debut collection consisted of Trousers One, Two, Three and Four. The ones that visited the MARGIN trade fair on the 2nd and 3rd of August had the chance to be the first to take an eye on their Spring/Summer 2010 collection. New to the collection are 4 men's jeans with the familiar, close attention to quirky detailing as their predecessors. Models Seven, Eight, Nine and Ten take the designs into double figures. Two straight-leg and two low-crotch models complement the growing family of designs. We leave you with the photos of their latest campaign and promise to watch them closely for you in the future. You know that from now on you can feel stylishly safer at night!

Himderella // from 2010 gallery // Image courtesy of Trousers London © Sebastien Pons

Trousers six // Image courtesy of Trousers London

Himderella // from 2010 gallery // Image courtesy of Trousers London © Sebastien Pons

Himderella // from 2010 gallery // Image courtesy of Trousers London © Sebastien Pons

Trousers two // Image courtesy of Trousers London © Mario Mendez

I am fashion // from  2008 gallery // Image courtesy of Trousers London © Mario Mendez

Trousers one // Image courtesy of Trousers London © Mario Mendez

Trousers three // Image courtesy of Trousers London © Mario Mendez