20 years ago our vision was to make denim incredible. To create a brand for people who want to heighten their sense of style, fit and fashion.

To turn the ordinary into extraordinary. Attention was paid. No detail was too small. Cut, fit, stitch, button, pocket, wash, distress, fabric. We revolutionized denim, making it sensuous, relaxed, refined. 7 is an attitude for people who want to lead, not follow. For these people we created 7 words: look and feel incredible at any moment. This is the promise of 7.