Our Brand Story

Clare Hamilton & Damon Mayoh. Founders of Declare Denim.

The Curtains Lift...

Introducing Declare Denim. An ethical brand with an edge.

We sustainably create truly unique one-off pieces for fashion icons, because we believe you don't have to compromise a killer look to help the earth. Every one of us puts on a tough exterior to protect our hearts, and our jackets are no different. Our pieces are like armour - wearable art that showcases we're both badass and compassionate. Tough and tender. Powerful and protective. Our reworked denim enhanced with embellishments embodies this duality.

It's a simple equation - we need to take care of our world so it can continue to support us and we can continue to look our best. Put candidly, fast fashion is an eco destroyer. But what can we do about it? We can invest in slow, ethical practises that close the loop in fashion. That's why we upcycle existing denim to create something that lasts. Because it's cool to have empathy, and that includes empathy for the world we live in.

Each of our jackets is a genuine original. You can tell because they’re numbered, named, coded and registered on our authenticity database. You and your jacket are partnered for life. We use only the highest quality, primarily vegan materials. However on the rare occasion that we do select embellishments such as silk or feathers, they are reclaimed, so our respect for the earth doesn’t wane. Because we want our environmental impact to be small, but our social impact to be huge.

The Crowd Cheers...

Life is a Stage. Your Outfit is the Performance.

Declare Denim celebrates sustainable fashion and performance culture. Our wearable statement pieces inspire our customers to live thoughtfully, without sacrificing their rock chic style.

We make attire for entertainers — singers, performers, actors, socialites, public figures, festival-goers, fashion icons and ethical legends. We encourage our audience to covet our clothing in the same way we admire iconic entertainers. Declare Denim fans are disruptors, ready to join a cultural shift and look good doing it.

Each garment is inspired by music. Handmade with love and dedication, the style of songs that play while it's being made are it's muse. We meticulously craft fashion forward couture using quality reclaimed fabrics and embellishments. We're not about the baggy, shabby, ripped look. We're about structure, shape and class to empower your aesthetic. It's rock 'n' roll chic.

Wearing our jackets is a declaration. What will you declare? Declare sustainability as the fashion norm. Declare your keen eye for originality. Declare it's cool to be kind. 
Declare yourself with denim.