What Matters to Us?

Clare Hamilton. Founder of Declare Denim.

The Curtains Lift...

Introducing Declare Denim. We are an ethical, upcycled brand with an edge.

We sustainably create truly unique one-off pieces for fashion icons, because we believe you don't have to compromise your style 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 tough and tender. Powerful and protective. Our reworked denim enhanced with embellishments embodies this duality.

What does it mean to upcycle garments? It means that we hand select high quality, preloved garments and reinvent them! We love nothing more than to create incredible fusions of the treasures we find, resulting in the sustainable and ethical statement pieces you will discover here.

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 designs is a genuine original, on average using up to 90% reclaimed materials. Each garment has it's very own name. It's also numbered and then registered on our authenticity database, paired with our customers names.This way our clientele can be sure they have a genuine Declare Denim original!

We use only the highest quality, primarily vegan materials. Proudly PETA approved, on the very 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 in all its forms. Our wearable statement pieces inspire our customers to live thoughtfully, without sacrificing style.

We hand craft attire for life's entertainers — socialites, public figures, festival-goers, singers, performers, actors, fashion icons and ethical legends. Declare Denim fans are disruptors, ready to join a cultural shift and look good doing it.

Each garment is heavily inspired by music and the stories contained in them, song lyrics and their sentiments are infused into every stitch. Music is our number one passion, our motivation for creation and a HUGE part of our brand. The selection of songs that play during each designs artistic assembly is it's muse. Many components of each design has their individual origins in stories and songs. From the golden wings of "Archangel", who's beautifully broken song was Angel by The Weeknd, to the glove like sleeves of "The Bronte" who's song of dark passion was Wuthering Heights by Kate Bush, every aspect of our designs are crafted from the heartfelt depths of musical intent.


At Declare Denim 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. 

Wearing our garments is a declaration
What will you declare?
Declare sustainability as the fashion norm.
Declare your keen eye for originality. 
Declare yourself with DENIM.