I & Me is a new denim-focused label for men and women that takes a seasonless approach.
Its Japanese inspiration is seen in the functional styles and relaxed, oversized silhouettes. Indigo raw Japanese selvedge denim appears in slim jeans (£150 retail), a sleeveless jacket (£295) and a baseball top £205) while Italian wool is used for trans-seasonal funnel-necked knits (£140).
It is launching at a pop-up shop on Redchurch Street, east London, this month.
Wholesale sales will open for autumn 17.