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Meet the Denim Buyer: Isaac

Ever wondered what it takes to bring your favourite RI jeans from idea to your wardrobe? Wonder no more; we’re here with your exclusive, behind-the-scenes peek at how our iconic designs come to life. They’re created by us, just for you. With autumn just around the corner, we sat down with one of RI’s denim buyers (and self-confessed “denim nerd”) Isaac, to chat about all things denim. From the styles to know this season to how the buying process works from start to finish, we covered a lot of ground. Read on to get to know your jeans.


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What are some of the things that make River Island jeans unique?

Fabric, wash and personality. We offer core everyday jeans but we’re also offering something new in spring; a shift towards looser denim. In terms of personality, at River we always talk about the “RI twist”, which to us is creating one-off detailing on our jeans. Things like the way the garment has been stitched together, detailing on back pockets, pocket-bag prints and better-quality fabric inside the garments. It’s those small touches that set us apart from what else you can find on the high street.


What kind of things do our denim teams do to make sure our denim is the perfect fit and style?

We review things with our design team, our suppliers and our tech team. There’s a lot of work that goes into assessing the fabrics and the washes, and how that effects the fit. Everything that happens before and during the process is to make sure that the garment we bring to customers is the best and most consistent it can be.


From a styling perspective, we’re constantly thinking about how we see our customers wearing it. One of the most important things to us as a brand is delivering versatility; products that can be worn in a variety of different ways. You can dress it up, you can dress it down. That’s something we consider right at the beginning of the process, and throughout it.

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What are the most important things to look for when you’re buying a pair of jeans?

Fit, fabric and how they make you feel. Guys have been wearing skinny jeans for years but we’re starting to see that shift back to looser fits, which is quite a daunting thing when you’ve been wearing skinny jeans for so long. At River Island, we’re creating a denim collection that gives men confidence to buy into a different kind of fit.

Do you have any tips when it comes to finding a good fit?

If I was buying a slim jean or a straight, I’d make sure to have a bit of breathing room on the thigh and the calf. You want that stack at the bottom of the jean where your shoes are, so you have that iconic looser look to it. If you’re a die-hard skinny jean wearer, you almost want the opposite; you want that close fit and comfort from a stretchier fabric. But ultimately, the most important thing is finding something you’re comfortable in.


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Can you tell us a little about the process of getting a pair of jeans from idea to store?

Everything starts from inspiration, which can be from anywhere; catwalks, designers, everyday people, socials. We then take that inspiration and work with our design team to think about how it works for us as a brand. Then we will work with suppliers, discussing things like fabric and wash, and work together on proposals.

We will then get some samples back, fine tune the details to make sure it’s the best possible product for the customer. If it is, then it’s ordered. 

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What’s your favourite part of the process?

Getting the product back. Knowing the work that’s gone into the product, once you get the post in from your suppliers and open it to find a gem, it’s like Christmas. That’s the best part of the job. The icing on the cake is once it’s delivered to stores and you get a good response from everyone wearing it; it’s a highlight.


What styles are looking big for the new season?

Fits are still getting looser, and we’re still delivering key newness in the collection for slim, tapered and straight. However, we’re really excited about our “loose” fit denim re-launching in high summer: designed and made with that classic '90s aesthetic in our newest washes.

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What makes the RI version stand out?

The fabric. With denim you can go really nerdy with it in terms of the detail, but things to look out for are the texture, the colour, the subtle detailing and the uniqueness of the fabric.


One thing we’re really excited about is delivering the season’s key washes in a variety of fits. So yes, we’re offering these new washes in the trending styles of the season (looser, authentic and straighter denim), but we’re also offering that in tapers and in slim.


This means there’s a bridge for that customer to deliver product in the ultimate fashion fit, but also an easier fit for them so that they’re not missing out on the trend.


In terms of washes – what’s coming that’s new for spring/summer?

Spring/summer '24 is looking like it's all about blue denim: light and mid washes are back in a big way. No matter what your go to fit is - be it skinny or straight - these washes are going to be your go-to for the season.

There are also different levels of tints coming through; by that I mean different tones and hues that you might pick up. This season, our classic denim has been updated with subtle detailing and colouring that gives them that elevated and worn-in look.

What’s your personal favourite denim style for day to day?

My favourite in the range is probably our spin-wash black jean: it's quite a timeless style. It’s an easy way to elevate your denim. Black denim is usually a safe bet, whereas washed black is an easy way to add a bit of personality. It’s got that slightly aged look to it.


In terms of styling, I’d go down a slightly grungier look with it; a pair of loafers and T-shirt. Just keeping it really simple and making it all about the denim, as opposed to trying to hide behind other fashion elements. I’m quite classic like that!


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