Co-founder Eric Wazana’s passion for denim was sparked when he was a kid – a kid who refused to accept the status quo. As a teenager, every year before school started, his mom would buy him a new pair of jeans. Eric would immediately start beating them up against the sidewalk, roughing them with sandpaper, and making little tears with scraps of Coca-Cola bottle caps to age them. They weren’t right until they were comfortable and vintage-looking.
From these early experiments in distressing emerged Eric’s love for denim and the idea to create a company of his own. His enthusiasm soon spread to his little brother, Jacob, and before long the two Wazana brothers set out to create the most comfortable jeans in the world.
After studying women’s natural curves and body movements, the Wazana brothers deconstructed traditional denim patterns and fabrics and remade them as a new pair of jeans so comfortable and flexible that a woman could actually practice yoga in them. That’s how Yoga Jeans® was born.