I was sitting on the edge of my tub, struggling to squeeze a pair of jeans up my thighs only to have it be inches too big on my waist when I said “fuck it, I’m making my own jeans”. In that moment FID (fuck it denim) was born, FID is a women-owned jean brand that designs jeans to fit real bodies. We believe in authentic denim, trendless designs, clothes as a means for empowerment, and products that actually fit. Working with experts with 25+ years of denim development and manufacturing experience, we’re on our way to creating “damn I feel good” jeans for every woman. Legacy brands want to squeeze us all into the same shape, but ladies, we know that’s not possible. FID recognizes that women come in a range of shapes and ditches the “one shape fits all” mentality, instead we design for specific fit issues and body shapes. This fall we are introducing our first fit, the OG Jean. The OG is a high-rise, straight leg jean that is taken in at the waist and taken out in the butt/thighs. This jean was designed for women who find existing jeans too tight in the butt/thighs and too loose in the waist. As someone who got called “thunder thighs” in middle school and spent years searching for a pair of jeans that wouldn’t give me the dreaded waist-gap, I cannot wait to introduce our OG fit to all of you. So stop trying to squeeze into jeans that don’t fit! It’s time to try something new, something designed for your body, something that honors your curves. If you’re a bootylicious gal (no matter the size) join our Kickstarter this fall to grab a pair of OG jeans, we promise they’ll rock your world.