Menswear brand Haxby it out to show that premium jeans can come at an affordable price.

The company, which specializes in denim, outerwear and accessories, has released a small collection of $40 premium jeans using Italian and Japanese denim. The jeans, made in Los Angeles, and are available in three colors and cuts.

The idea to make affordable top-notch denim came to Haxby Creative Director Tim White when he asked himself why elevated denim can’t be more accessible. “We combined our passion for design with premier manufacturing and materials, to offer elevated classics, from casual to formal, that every guy can relate to,” the company said in a statement. “Affordable clothes that not only make you look and feel good, but are also crafted with care and integrity. To us, this is the future of menswear.”

The reasonably priced collection, featuring jeans for just $40, is available now through Haxby’s website. It will be followed by a presentation of Haxby’s full line of luxury essentials next month, featuring “unheard of prices,” according to the company. Next month’s release includes suits made in Japan starting at $395, outerwear made in Italy starting at $299 and accessories made in Switzerland starting at $45.

“The traditional retail model is broken and outdated,” said Haxby CEO Mike Dow. “Currently, the creators (brands) take all the risk, while the customer ends up paying three or four times more for the product than they really should—all due to the retailer’s giant markup. It just doesn’t make sense in today’s connected, online world. We are here to change that. Our new mission is simple: to enable the ‘everyday guy’ to achieve an elevated look, without breaking the bank.”