Every now and again you find a brand with a great story, a great ethos and an amazing product. Sonas Denim is that brand! I found Sonas through my beloved Instagram, I loved their feed and the name of the company struck me for some strange reason! It was only weeks later that I figured out that Sonas, the Irish for happy, used to be the name of a school book we had, way back in the primary school days.
After looking a little more into Sonas I figured out we had a lot more in common that a love of Ethical Fashion. Both Irish & inspired by festivals, no design experience and former bartenders, just a passion for change & making something beautiful.
“I have this vision. I just believe in it so much. I have a vision that I am going to complete”
Sonas is the love child of Dublin-born Gerry Kelly’s & his wife Christine, and I fell in love with the story of how Sonas Denim came about.
All companies start small. Sonas Denim started out tiny. Its inception took place in a San Francisco apartment. Gerry and his wife Christine, an animal rights attorney, sat on their living room floor and pieced together patches of denim to make Gerry a new pair of jeans to wear to the Burning Man festival.
His friends liked them so much that Gerry ended up with 20 orders for custom-made patchwork jeans. Before long, what started out as a hobby – a way to pay for festival tickets and some travelling – turned into a full-time passion.
The luck of the Irish hit for Gerry, when supermodel Janice Dickinson tried on a pair of Sonas patchwork jeans that she asked Gerry to deliver to her home and said
“These jeans make me the supermodel that I am,” “I know it’s going to hit big because I’ve worked with every jean label on earth and this is the next big thing.”
But supermodels and an amazing product aside, Gerry & Christine have a cause behind the their brand, as well as a commitment to eco friendly, ethical & cruelty free fashion their dream is to build an animal sanctuary and they donate profits from the company to this. Hopefully some day when Im cruising about America Il get to call in and see the dream for myself.
I could literally write all day about Gerry & Christine’s story, how they built the brand, their love for animals and how they meet (which actually brought a tear of joy to my eyes) Its super cute, Read it here, but I urge you to go and check out the site for yourself, you,ll no doubt fall in love with the brand, the story and the amazing jeans!
My lust list pair are Summer of 69 Boyfriend Jeans, Im saving for these beauties for next years festival season!
View the entire Collection for yourself, which are your fav’s?
Sonas Denim: Look Good. Do Good
Till next time, Love & Light