We’re proud to introduce I AM DENIM, a brand whose mission we deeply admire: empowering women through radically inclusive denim designed to fit, flatter and free every body. Just like Noemi LIFE supports inner resilience, I AM DENIM champions outer confidence—through fit, comfort and fierce style.

Empowered by Design. Fashion with Purpose, Made for Every Body.

Meet the Founder

After years of feeling frustrated by jeans that didn’t fit, flatter, or forgive, Sophie Cooper decided enough was enough. Like so many women, her body had changed through life, motherhood, hormones and healing, but the denim industry hadn’t kept up.

So she did something radical:

She designed jeans that put comfort, dignity and freedom first.

No digging waistbands. No shame spirals in fitting rooms. Just timeless, beautifully made denim for real women with real bodies.

“I wanted women to feel powerful in their softness. Comfortable in their curves. Held—not squeezed. Seen—not sized out.”

Today, Sophies’s vision has become a movement, empowering women of all shapes, stages and stories to wear jeans that love them back.

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Radical Fit. Unapologetic Confidence.

Some things go beyond fashion—they speak to freedom, identity and self-respect. That’s why we’re proud to spotlight I AM DENIM, a British brand redefining what it means to feel good in your jeans.
Like Noemi LIFE, I AM DENIM was born out of a frustration with what was missing—and a belief that there had to be a better way. No more squeezing, sagging, or settling. Just beautifully made denim that fits your body, your day and your life.

Why We Love I AM DENIM

Real Fit for Real Bodies

Thoughtfully cut to suit curves, softness, scars and strength.

No more squeezing in or sizing out. Just denim that adapts to the woman wearing it.

Adaptive Waistbands

Flexible fit that honours daily and monthly body fluctuations.

Designed for bloating, cycle shifts, and real-life comfort without compromising style.

Timeless, Wearable Style

Classic cuts made to move, live and last.

Fashion that feels as good as it looks, no trends, no fast fashion, just lasting confidence.

Female-Founded and Inclusive

Created by a woman who’s been there.

A brand with heart and lived experience, committed to celebrating every body, at every stage.

Yes, That’s I AM DENIM on Kate Middleton

Royal Style, Everyday Comfort

We’re proud to share that The Princess of Wales has been spotted wearing I Am Denim's best-selling Above & Beyond Tummy-Friendly High Waist Skinny Jeans.

While the fashion world moves toward oversized fits, Kate stays true to timeless style, pairing I Am Denim's signature jeans with blazers, trainers and grace.