Who We Are

LAB101 begins and ends with freedom. The freedom to be as comfortable as you would like, A challenge against established predispositions, An attempt at something more. We express all this and more through denim.

LAB: a Challenge, an Experiment

Our motto is to continue experimenting from a never-ending array of perspectives. On the uniquely expressive and versatile canvas of denim, we add on our designs to make it more durable, and explore our own ideas to challenge and expand horizons. This isn’t just limited to denim, but also our outlook, our way of life.

101, Back to Basics

Universities in US, 101 indicates the foundations of any area of studies. We study the basics of denim down to its DNA. Back to basics in life, the universe, and everything. That is our 101.


In 16th Century Europe, freedom fighters wore stripes to represent the working class as they pursued their rights and their liberty. Denim once represented laborers, but has since become a fabric that could be dressed up or down in both a rugged outdoorsy or a more formal style. We follow the values of freedom and hard work represented by stripes and denim. We’re no one, but that only means we can be anyone.