It has evolved through the decades shifting from an essential worker uniform to a powerful symbol of freedom, revolution, and progress. An icon, it's recognized as the anti-establishment garment worn by wild bikers, beatnik poets and the counterculture youth of the 1960s.
It’s a resilient, authentic and stylish fabric, always ahead of times, weaved with inclusive sentiments of equality, liberation, and non-conformism. It’s distressed, bleached, mended and customized. It’s Redemption denim and its soundtrack is rock’n’roll.