Chapter Two: Female Founders and Trailblazers

In Chapter Two, we turn our focus to the Female Founders — women building businesses with purpose, creativity, and quiet confidence. From skincare innovators to the owner of a much-loved local wine bar, these are the women shaping culture in denim, every day. Here they share stories of how denim serves an important purpose in their every-day lives, memories centres around denim and how they like to express their personal style.

What’s the denim piece you’ll never part with and why? 

I have a vintage denim shirt that I’ve had for years. It keeps getting better with age and is so versatile.

What’s your go-to styling tip for feeling confident in denim? 
Ignoring the size on the label and selecting a pair that works best for the look you’re after. 

How does your work wardrobe differ from your down-time wardrobe and what part does denim play in both?  
Denim is very prevalent in both my work and downtime wardrobes. The biggest difference would be that my work wardrobe features more neutrals, but there’s still a tonne of overlap.

Tell us a memory where denim played a part.

I remember back in early 2023 I wore a double denim outfit to my first day of a new job. It was a very bold choice to rock a Canadian tuxedo at a new corporate workplace, but I felt good. On that same day, I felt so confident in myself and not only did I receive so many compliments from my new colleagues, I absolutely nailed my first client brief and it was the start of a very successful journey at that marketing agency.  

Which denim fit and wash feels most "you" and why?

A straight-leg, high-waist jean in an indigo wash has me written all over it. It's a more relaxed and comfortable fit which allows me to move freely - and working behind a bar all night, I definitely need that freedom to move comfortably. 

How would you style denim for a relaxed evening at Gracie’s?

My wardrobe for Gracie's revolves around elevated basics. At the end of the day, I am representing the Gracie's brand and want to feel good - but realistically, comfort is the most important thing for me when I'm on my feet for 12 hours a day. I usually opt for the Valentina jeans in an indigo wash, and pair it with a tight fitting tank, or something slightly more elevated for a Friday or Saturday night. 

Sage - Head of Marketing, Conserving Beauty 

Which Henne denim fit feels most like you? 
The Gisella Jean has truly stolen my heart. The top thing I look for in a great jean is comfort - without ever sacrificing style - and the Gisella delivers both effortlessly. I’ll also always forever be loyal to a low-rise silhouette!

Do you have a Denim Style Muse / Icon? 
Rosie Huntington-Whiteley has long been a style muse of mine. Her approach to denim is timeless, effortless, elegant, and always grounded in comfort. She perfectly embodies the balance I admire in everyday style.

What’s your approach to denim when it comes to trends? 
Are you led by trends or is your approach more classic / timeless? With denim, I always gravitate toward timelessness. When I find a piece I love, it becomes a long-term part of my wardrobe—something I’ll wear for years and hopefully pass down one day. For me, investing in pieces that feel enduring and true to my style is everything.

Natassia - Founder & CEO, Conserving Beauty

What’s the denim piece you’ll never part with? 
Jeans for sure. I wear denim jeans 5 out of 7 days per week and I could never live without wearing Jeans. 

Which Henne denim fit feels most like you and why?  
Hands down my Henne Valentina Jeans. As someone who has always struggled to find clothes that fit me, Henne never disappoints. I love them because they are clearly designed and made for women with curves. Cannot fault them, they are that perfect!

How does your mindful approach to beauty inform your denim choices? 
I am someone who lives by the ‘less is more’ is more ethos in all aspects of my life, especially beauty and fashion. I buy less frequently but invest in pieces that are timeless, fit well, and are perfect for a capsule wardrobe. To me, Henne is perfectly that brand. I’ve been wearing my Henne jeans for 3 years and some of my OG Henne tops for nearly 4 years. 

What’s your go-to way to wear denim? 

You can never go wrong with denim paired with a classic plain T-shirt; it’s essentially my everyday uniform.

As a creative director, what does versatility mean to you in a denim wardrobe? 

Versatility means being able to elevate staple pieces; denim is uniquely adaptable, allowing you to dress it up or down effortlessly.

What makes a denim piece timeless in your eyes? 

Timeless denim is defined by its quality fabric, flattering cut, classic design, and the right wash—it all matters