Known for elegant, easy-to-wear wardrobe staples – such as the signature Mimi balloon-sleeved jumper and floaty, tiered linen sundresses – Mount Maunganui-based label Marle has now added denim to its range.

Two denim cuts have launched this month – a straight-leg jean and wide-leg jean, both available in either a light, subtly washed blue or crisp ivory.

Marle founder Juliet Souter started her label in 2015, and the fast fashion-averse creative director has long had a denim release on her wish list.

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After 18 months of development, she’s launched her take on classic zip-up blue jeans, along with an ivory colour that’s ideal for summer.

“There was a lot of back and forth on the hand-feel and the wash, and the fit has been a really long process,” Souter tells Broadsheet. “I just want the best product for our customers, and also for my conscience.”

Marle’s general sizing has included up to a size 16 for the past couple of collections, so it was natural to continue this across the denim, which ranges from size six to 16. (Marle hopes to expand this even further, soon.)

In keeping with the brand’s sustainability ethos and preference for fibres like cotton, linen, silk and wool, each NZ$280 pair is made from buttery-soft, 100 per cent organic cotton – which has Organic Content Standard (OCS) certification.

For Souter, a good pair of jeans fits in all the right places while being comfortable. “[Ours] are really lovely and soft, but they don't have any stretch in them,” Souter says of the look and feel. “For want of a better term, it’s not like block denim; it’s still got shape to it.”

When creating the mid-high-rise “refined” straight-leg style, Souter was inspired by an old pair of vintage Levi’s that she has worn and loved since her early twenties. The wide-leg style came from “just wanting that really relaxed fit that you could go up a size [in] and have as a boyfriend jean, still with that little flare to them for a [hint] of femininity.”

With stockists already reordering and customers buying both pairs in both tones, it’s safe to assume Marle’s denim range is a hit. But if you’re an avid follower of the brand and are used to things being snapped up quickly, that won’t come as a surprise.

“Each season, there's the piece that is a bit more daring for us, and then that's the first thing that sells out,” Souter says. “It's definitely become part of our reputation.” Souter wears the samples herself for a good six months before a collection launch, so she says she can usually predict when a piece will fly based on how she feels wearing it (and the compliments she receives).

Fans can expect denim shorts to be added to the collection in time for summer, plus both the original jean styles will be available in a washed black colour for autumn. A third style of jeans is currently in development.

“We're just taking it slowly,“ she says, “as we do with everything.”

Souter also has a few tips on how to care for your Marle denim. “With white denim, you have to wash it,” she says. But, with blue denim, just spot clean if necessary and otherwise, “I just recommend airing it out because the more you wear it, the more it moulds to your body and becomes like a second skin”.