No type of pants causes me as many challenges and disappointments as jeans. In fact, I haven't owned a pair of jeans in years, and probably never a pair that fit 100%, as buying them has always involved compromises regarding fit. For me, the challenge with jeans—as well as other pants—has always been that my hips and thighs need space, which leaves the waistband too loose. Many pant models are patterned for a straighter body type than mine, and this is especially pronounced in jeans.
I talked to several customers and friends who have a similar body type, asking about their experiences with buying jeans, and we shared the same struggles. A belt obviously solves the problem partially, but then you're left with an uncomfortable bunching at the back, and it fails to meet comfort expectations. I’ve dreamed of jeans for Hujaus for many years, but now it felt like the time was ripe for this step.
I started searching for a suitable partner to realize my dream of jeans and found Masi Jeans. Masi Jeans' denim production was previously located in Finland, but in 2016, the last remaining denim line in Finland was relocated to Valga, Estonia, where it operates today. As jeans are no longer manufactured in Finland at all, production in Estonia was practically the closest alternative. Of course, this required some consideration on our part, as all our clothes had previously been made in Finland, making it a value-based decision as well. After reflecting on it, I came to the conclusion that responsible manufacturing in Europe aligns with Hujaus's values, and we decided to hit the accelerator.
It was exciting to start designing our first pair of jeans. We sat down at a joint design table with Masi Jeans for the first time in August 2024. I went through my wishes with them, and we decided to move the project forward. I learned a lot during these meetings, as jeans are a whole world of their own with washes, laserings, etc. I had thoughts and ideas—some of which we discarded as the process progressed due to production costs, eco-unfriendliness, or durability concerns. For instance, I had dreamed of light-wash denim, but because it is the most un-ecological choice due to chlorine washing and also has the lowest wear resistance, I decided to abandon that idea.
A flexible waistband played a central role in the design. We brainstormed various ways to make the jeans look like "regular" jeans, but with a comfortable Hujaus twist. We selected an elastic band for the back of the waistband, meaning the difference compared to regular jeans isn't noticeable from the front. In addition to flexibility, the elastic band also improves the fit if the waist is proportionally narrower.
I received the first denim prototypes in October 2024, which I had our customers try on, and based on those fittings, we made adjustments to sizing and fit. Prototype pieces and fitting rounds are extremely important; besides having customers test them, we also review photos and fit details with the pattern maker, and this collaborative effort yields the perfect result. We did two prototype rounds for the Meli jeans, making minor adjustments to sizing, pocket dimensions, and leg length, for example.
Hujaus's first denim model, Mieli, was launched in April 2025, and prototype rounds for the next models are currently underway. Fingers crossed that we can bring the next comfortable styles to complement our denim collection in autumn 2025. Product development for jeans has been rewarding and educational, and I'm glad I embarked on this denim journey. And unbelievable as it sounds, for the very first time, I also have a pair of comfortable, well-fitting jeans for myself!
What kind of experiences do you have with jeans? Do you wear jeans, what styles are your favorites, and what would you hope we consider in our denim designs?
-Iina, Hujaus Entrepreneur