Aussie denim brand goes viral for jeans you can actually squat in - and they're under $150

7NEWS

28-07-2025

Finding jeans that actually fit used to feel like a full-time job.
You'd try on five pairs, leave with one (maybe), and still have to visit your tailor just to stop that dreaded back gap.
But DEVENI, an Australian-born brand launched by Sydney couple Dan and Beth, is putting an end to the tugging, pinching and pin-rolling once and for all.
Built around the idea that your clothes should work with your body, not against it, DEVENI makes stretch denim that fits like a glove and feels like activewear. And yes, you can actually squat in them.
Designed with different body types in mind, DEVENI offers jeans for men and women that accommodate curves, athletic builds, shorter legs and everything in between for just $129.
Women's styles come in two lengths, 27 inches (short) and 30 inches (regular), in skinny or wide-leg cuts.
You can choose from Washed Light Blue, Washed Grey, Black or Dark Blue depending on your vibe.
Men have the choice of Skinny Fit or Slim Tapered, with the same thoughtful colour and length options.
Sizes run from XS to XL for women and 28 to 36 inches for men.
Magic in the stretch
This isn't your average stiff, sit-down-and-hold-your-breath denim.
DEVENI jeans move with you, not against you, thanks to a clever athleisure-inspired fabric that's as comfortable as your favourite leggings, without looking like them.
The brand's hero feature is The DEVENI FIT KIT, a small but genius detail that makes all the difference.
For $0 shipping, customers receive a tape measure and a step-by-step guide to find their perfect size at home.
No guesswork, no returns, no buyer's remorse. Plus, you get that money back as a discount on your next order.
Consider it tailoring without the tailor, or the extra cost.
Founders of DEVENI
Dan and Beth created DEVENI out of frustration. Beth, like many women, was tired of waist gaps that made her feel uncomfortable and unrepresented by mainstream sizing.
Dan, with his muscular frame and shorter legs, could never find trousers that didn't drown him. Instead of settling, they built a brand that's now helping others feel good in their clothes too.
The pair self-funded DEVENI and are quietly growing a loyal fanbase that cares less about logos and more about fit, function and feeling like yourself.
As for what's next, a full wardrobe of made-to-fit staples is in the works, and here's hoping they'll extend sizing beyond a 36 men's and XL women's while they're at it.