Abrand

Abrand was launched in 2013 by Melbourne-based denim house threebyone.

Always looking to the future, Abrand blends design with impeccable fits and superior quality to create a collection where originality meets timeless style. We have a collective approach to our brand and ranges. Our influences come from the street, through art, music, photography and desire to be the brand remembered with the best times of your life.

A Devotion to Denim.

A religion is an organized collection of beliefs, cultural systems, and world views that relate humanity to an order of existence. Like any religion, Abrand sacrifices, initiates, meditates, and celebrates. The belief system upon which our faith is based was initiated by the fundamentals of our principle. The triangular symbolism represents the three laws of our purpose: Fit, Finish and Fabric. Our dedication to the three laws is stitched on the back pocket of our jeans.

Social Chaos.

Borne from three fiercely independent minds, Abrand celebrates chaos. Youth counter-culture has left its mark on decades and denim has always mirrored the attitudes of the times. As cultural change swept the 1950s, it’s defiant teens and newly minted rock stars ate them up, christening them their own. Anti-denim dress codes in hotels, restaurants, and even stores made jeans anti-authoritarian by default. Modern times have seen youth reject the conventions and niceties of previous eras. Clothing gives the power of statement to the wearer, and breaks social traditions that dictate what could be worn when and by whom. In the past, attire had been divided in to ‘formal’ and ‘casual’ wear, and distinct separations were made between the styles of clothing worn by men and women - Denim is for those with the right mindset. It’s history that drives Abrand’s passion for denim. It has given those who stray from the expected a uniform. A cloth that was once worn by labourers now goes hand in hand with liberty and freedom. We make jeans for the creative, the defiant and the different. The people. of our purpose: Fit, Finish and Fabric. Our dedication to the three laws is stitched on the back pocket of our jeans.

The Triangle.

The Triangle on the back pocket of our jeans represents our three Holy Denim Laws that are held with equal importance.

FABRIC

We love denim. You can tell the quality of a jean right away by the feel of the fabric. If you feel denim that’s soft and has certain moisture to the fabric, it means the fabric was made with good-quality cotton, even if the denim is raw and unwashed. We have over 30 years of experience in knowing what fabrics work best with each fit.

FIT

We know denim fits. We have the best-fitting skinny jeans. We consider fabric capabilities, market and customer requirements and aesthetics. We are committed to developing the ultimate in denim fits, and are eternally seeking ways to reinvent timeless styles.

FINISH

We complete each jeans with every consideration from trim detailing to washes. Every decision is born from both rational and creative reasoning, resulting in a jean made with motivated purpose. Social Chaos. Borne from three fiercely independent minds, Abrand celebrates chaos. Youth counter-culture has left its mark on decades and denim has always mirrored the attitudes of the times. As cultural change swept the 1950s, it’s defiant teens and newly minted rock stars ate them up, christening them their own. Anti-denim dress codes in hotels, restaurants, and even stores made jeans anti-authoritarian by default. Modern times have seen youth reject the conventions and niceties of previous eras. Clothing gives the power of statement to the wearer, and breaks social traditions that dictate what could be worn when and by whom. In the past, attire had been divided in to ‘formal’ and ‘casual’ wear, and distinct separations were made between the styles of clothing worn by men and women - Denim is for those with the right mindset. It’s history that drives Abrand’s passion for denim. It has given those who stray from the expected a uniform. A cloth that was once worn by labourers now goes hand in hand with liberty and freedom. We make jeans for the creative, the defiant and the different. The people. Denim Construction. We all have darkness within - running through our veins. It makes us both stronger and more complex. We celebrate that darkness, we are inspired by those who are truly black – the rebels, the fighters, the poets, the painters who use their darkness to create something great. As an independent brand, Abrand draws inspiration from these people and these values in our denim; traditionally the warp, which is the lengthwise top layer of vertical yarn is dyed indigo whilst the weft, the horizontal yarn is dyed white, Abrand’s ‘REPENT' range sinfully goes against tradition by dying the weft black, resulting in a truer, darker colours. Because the darkness is seductive, we repent so we can do it all again.