In 2018, Peachay’s Sydney-based founder and designer Bella Sen found a gap in the jeans industry, while trying to close another. “When I was shopping for jeans, I found my waist size was usually a 6 in most jeans, but when I would try on a 6, they wouldn’t go past my thighs,” says Sen. “So I would try on a size 8, and funnily enough it fit everywhere else but my waist – it had that waist gap.”

Peachay’s jeans are specifically designed for those who are smaller at the waist, and fuller
around the hip, thigh and butt areas. The brand doesn’t use traditional sizing, instead it opts for names like “sunflower”, tulip” and “lily”. The general rule, Sen suggests, is to shop according to your waist size (that’s where the high-rise Peachay jeans will sit), as its hip-to-thigh measurements are designed to be around a size-and-a-half larger.

There’s no stretch to the cotton fabric, but aside from its fitted waist, the jeans are pretty roomy – not enough to look oversized, but enough to give your thighs space to move.

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With a smallish offering (for now), the slow-fashion label delivers classic, form-flattering denim in limited quantities, and doesn’t try to follow trends.

The brand’s signature style, the Peachay Jean, comes in dark denim and flares out at the ankle for a wider silhouette. For a more relaxed fit, there’s also the Chelsea Jean – a looser, vintage style “mum” jean with a straight, slightly tapered leg. It comes in black, light blue and a mid-wash hue.

Peachay’s denim shorts are made to complement your curves, too. The Olivia shorts are flattering, mid-length and reminiscent of the ones your mum might have worn in the ’80s. The Hannah Skirt has raw hem details and follows a typical A-line shape.