Haikure’s foundation is denim, but the point is not to make another loud jeans label. Straight, flared, barrel and wide-leg shapes give the collection its language, while washed blues, black and considered distressing keep the clothes grounded in everyday wear.

The brand’s parent company has controlled its production cycle from research and prototyping through finishing, which helps explain the supporting pieces. Denim jackets, knitwear, leather and checked shirts are there to make the jeans into outfits rather than leave them as isolated purchases.

Our honest take: Haikure is for someone who wants a recognizable shape without a logo doing the work. Choose the rise and leg first, then decide whether the wash belongs in your actual week. If you take one thing away, buy the pair you can style three ways before you buy the more interesting pair.