Co-founded by Don Ressler and Adam Goldenberg in 2010, fast-fashion brand JustFab began as a subscription-based footwear company. Three months after the initial launch, the brand expanded beyond footwear, debuting an equally chic and affordable line of handbags.

It was not until 2011 when the JustFab team noticed a major gap in the market for high-quality and well-fitting denim under $80 that they decided to make a move. The initial denim launch was made up of the basics—think various shades of blues, blacks, grays and whites. Produced by a renowned Los Angeles-based denim factory, the quality is what the market has come to expect from a top-tier denim line, but with prices that start at $39.95.

JustFab wooed their loyal members with The Skinny, The Boot, The Bell, and The Straight, and each style was thoughtfully designed to cater to every shape, size, and personality (JustFab’s jeans are available in sizes ranging from 25 to 36, with inseams varying from 32” to 35”). After the initial launch, the brand quickly moved into colored and textured denim and got even more playful with styles based on the season. This season, JustFab is all about short shorts, cool cutoffs, and distressed overalls. In fact, its newest pair of overalls was recently spotted on Entourage star Emmanuelle Chriqui.

The response from JustFab’s over 3.5 million subscribers has been incredible so far. According to JustFab’s Fashion Director Yuchin Mao, “We have a huge competitive advantage with our denim because we are offering designer denim styles and quality at an affordable price. With denim, fit is everything, and our members have taken notice. And with the right styling and fit, we are finding that our members are willing to pay up for extra ripping, sanding, and embellishments.”

As a staple in every woman’s wardrobe, JustFab aims to dig deeper into denim with innovations and more styles. “Women are wearing denim to the office, on date night, and to run errands, so it’s important to maintain variety,” Mao said. What’s next for the brand? Mao tells us, “Over the next few seasons, we’ll be playing with fabrications, bringing back higher waistlines, and stepping out of the skinny jean trend with a more modern boot cut. Chambray is also on the horizon as a less-harsh alternative to denim—it gives you the same look with a softer touch. And, let’s not forget denim-on-denim. It used to be a big ‘no no’, but with the right mix, head-to-toe denim is more modern than ever.”

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