It all started with Dani & Andre's personal frustrations with how difficult it was to find a perfectly fitting pair of jeans. "We thought waist gaps and constricted thighs were something we just had to live with. Even worse, we thought something was wrong with our bodies for not conforming to the standard shape that big brands were catering to."
Out of the struggles was born LASSO - led by a mission to empower others to feel amazing and confident in their own body.
The battle for self love.
Ever go to a store and find what seemed to be the perfect pair of jeans only to get deep into a few Utkatasana poses in the fitting room and leave the store empty-handed?
What about felt confused and hopeless because the size 10 in one brand was too big on you, while the size 12 barely zipped up in another brand?
Or made felt ashamed of yourself because you didn't feel like the model pictured in the vintage straight leg?
The fashion industry has been brainwashing us since the beginning of big name brands. We are made to think that the clothing that these brands put out is the golden standard and that it's our responsibility to fit into them. Then, when we don't find the right size in something we like, we beat ourselves up and make ourselves feel lesser. It should be the other way around! Every body is unique and clothing should be made to fit you. They aren't the golden standard and we were tired of leaving our self-confidence in the hands of other people.
And against the $200 Earth bomb.
We were devastated to see the continued damage being done on our planet on behalf of the fashion industry by big companies who favored their bottom line over everything else. Things like water waste, chemical use, and the irresponsible treatment of excess inventory were pervasive issues that were just "part of the industry".
To make matters worse, those same companies were charging us $200 for a pair of jeans made abroad with little to no regulations while they paid the workers barely enough to support their own families.
Things had to change, so we set out to make a better pair of jeans. The perfect pair of jeans.
We started with a bit of trial and a lot of error.
With all our life savings and a relentless drive to do things better (and never settle for good enough), we started LASSO.
It turns out that making perfectly fitting jeans for everybody and every body isn't easy, but we didn't do this for something easy. It just meant a whole lot of odd-shaped jeans at first and a good bit of patience required.
And we created the future of fashion along the way.
Fully custom-made pair of jeans, in timeless styles, made to fit you and only you, ordered online, and delivered straight to your door. Always made in the USA (Los Angeles to be exact) with sustainability as our North Star.
P.S. Why the name LASSO? Well, like a lasso, our jeans are made to capture each individual's unique body perfectly.
Simply put, we don't think you should have to fit into the pair of jeans, we think they should fit you.