Bad Denim opens in 2014 at 82 Lower Clapton Road in London.
Her inventor is Erin Fridja who before she opened the store, worked on denim design for big brands such as Paul Smith and Victoria Beckham.
Inside the store we find several types of jeans, which for the owner are a must that never goes out of fashion: from classic Levi's to jeans with prints in relief signed Kapital, a famous Japanese brand.
In addition we find a careful selection of jeans from all over the world from brand as Kings of Indigo, Levis and Paige.
Fridja and her staff collaborate closely with customers to find the right size of style, and offer a private service to try and understand the individual taste of every consumer: in fact, from Monday to Wednesday they receive only by appointment