When a strong brand builds on what already works
Perfect Jeans is a Danish brand known for its clear focus on fit, comfort and timeless design. With jeans as its foundation, the brand has built a strong relationship with its customers, who choose the products time and again – not because of trends, but because they work in everyday life.
For many brands, a natural question arises at some point:
How can we expand our range without diluting the brand that customers already trust?
For Perfect Jeans, the answer was to build on what was already familiar – not to start from scratch.
In the video, Signe and Emil, owners of Perfect Jeans, talk about:
A natural extension of the brand
With the MERCH collection, Perfect Jeans has taken the next step in the development of the brand. The ambition has been to create products that feel just as well-crafted and durable as the brand’s core products – and that customers want to wear in their everyday lives.
“For us, it was important that the collection did not feel like something extra, but like a natural extension of Perfect Jeans,”
– says Signe, Owner of Perfect Jeans
Quality as the common denominator
Quality has been a central focus in the development of the collection. Materials, fit and durability have been crucial to ensure that the products can be worn again and again – without compromising comfort or appearance.
“Our customers expect quality from us. That is why it has been essential that everything meets the same standard as the rest of our range,”
– says Emil, Owner of Perfect Jeans
For Perfect Jeans, quality has been a fundamental requirement in the development of the collection. This has ensured that the collection is not only purchased – but also worn.
The collection has been created with a focus on durability, functionality and a clean design that fits naturally into the Perfect Jeans universe. Explore the collection here.
More value for both brand and customers
The collection has enabled Perfect Jeans to strengthen the relationship with their customers – without changing the direction of the brand. Instead, they have built further on what customers already know and trust.
“It’s about giving customers more of what they already choose us for,”
– explains Signe, Owner of Perfect Jeans
For the brand, this means a stronger overall identity and more natural touchpoints with customers. For customers, it means products that fit into everyday life and their wardrobe – and feel like part of the same universe.
The collaboration with ID® Identity
In developing the collection, Perfect Jeans collaborated with ID® Identity. The focus was on quality, flexibility and a product range that could support the brand’s requirements in terms of function and expression.
“It has been important for us to work with a partner who understands quality and can deliver products that stand the test of time,”
– says Emil, Owner of Perfect Jeans
The collaboration has made it possible to maintain a strong focus on quality and the right expression throughout the entire process.
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Report on CSR, cf. Section 99 a" of the Danish Financial Statements Act. 
ID® Responsibility report 2024/2025. View here