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Home of the ironic art school haircut, birthplace of the slouchy pirate boot, stomping ground of mix-match master Kate Moss-in fashion terms, London is street style. So when two of the city's hippest tastemakers, fashion stylist Lucy Pinter and photographer/illustrator Flora Evans, set out to start their own label, Superfine, there was no doubt they'd be making the one thing the street-style capital didn't offer: jeans. Decidedly London jeans.
"Considering the number of choices out there, it was phenomenally hard to find the kind of jeans we really wanted to wear," says Evans, echoing the lament of legions of fellow denimphiles: the absence of refined, sophisticated fits and simple washes in a sea of "dirty"-washed, faux-whiskered, bum-baring hip-huggers already on offer. Drawing on Pinter's ...