Purple set out to solve a personal problem: men's denim at the contemporary price point is simultaneously too simple and too complicated. Walk into the denim section of a high-end department store or boutique and you'll find overwhelming walls of jeans with different fits and near-identical medium and light blue washes. Innovation in fit, hardware and washes generally happens at the designer level, with high price points.Innovation shouldn't be limited to designer denim, we thought. So we spent several years traveling the world to find the right production partners that allow us to create an accessible product with top-quality hardware, designer fits and innovative details.In our time in the menswear industry, countless trends and movements have come and gone. But one thing has largely stayed the same: denim is the anchor of the modern man's wardrobe. PURPLE is dedicated to making that anchor more interesting.