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Genetic Denim is a true labour of love. Founder Ali Fatourechi travelled the US for over a year, researching what American women really want from their denim. Along with his great eye for form and fit, Fatourechi used this crowd-sourced knowledge to launch Genetic Denim. This vintage-inspired, premium denim brand offers jeans mavens modern silhouettes that are as edgy as they are classic. Take you pick from this selection of Genetic Denim jeans and breathe Californian-like nonchalance into your off-duty wardrobe.