Aussie denim brand goes viral for jeans you can actually squat in - and they're under $150
You'd try on five pairs, leave with one (maybe), and still have to visit your tailor just to stop that dreaded back gap.
But DEVENI, an Australian-born brand launched by Sydney couple Dan and Beth, is putting an end to the tugging, pinching and pin-rolling once and for all.
Built around the idea that your clothes should work with your body, not against it, DEVENI makes stretch denim that fits like a glove and feels like activewear. And yes, you can actually squat in them.
Designed with different body types in mind, DEVENI offers jeans for men and women that accommodate curves, athletic builds, shorter legs and everything in between for just $129.
Women's styles come in two lengths, 27 inches (short) and 30 inches (regular), in skinny or wide-leg cuts.
You can choose from Washed Light Blue, Washed Grey, Black or Dark Blue depending on your vibe.
Men have the choice of Skinny Fit or Slim Tapered, with the same thoughtful colour and length options.
Sizes run from XS to XL for women and 28 to 36 inches for men.
Magic in the stretch
This isn't your average stiff, sit-down-and-hold-your-breath denim.
DEVENI jeans move with you, not against you, thanks to a clever athleisure-inspired fabric that's as comfortable as your favourite leggings, without looking like them.
The brand's hero feature is The DEVENI FIT KIT, a small but genius detail that makes all the difference.
For $0 shipping, customers receive a tape measure and a step-by-step guide to find their perfect size at home.
No guesswork, no returns, no buyer's remorse. Plus, you get that money back as a discount on your next order.
Consider it tailoring without the tailor, or the extra cost.
Founders of DEVENI
Dan and Beth created DEVENI out of frustration. Beth, like many women, was tired of waist gaps that made her feel uncomfortable and unrepresented by mainstream sizing.
Dan, with his muscular frame and shorter legs, could never find trousers that didn't drown him. Instead of settling, they built a brand that's now helping others feel good in their clothes too.
The pair self-funded DEVENI and are quietly growing a loyal fanbase that cares less about logos and more about fit, function and feeling like yourself.
As for what's next, a full wardrobe of made-to-fit staples is in the works, and here's hoping they'll extend sizing beyond a 36 men's and XL women's while they're at it.
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The Age
12 hours ago
- The Age
‘I am done with being hard on myself': Sporty Spice Melanie Chisholm at 51
This story is part of the August 3 edition of Sunday Life. See all 13 stories. It's the clichéd British expat dream – to take up residence at Sydney's Bondi Beach – but for one of the UK's most famous exports, Melanie Chisholm, it was a reality for several months this year. The singer formerly known as Sporty Spice, thanks to her pivotal role in '90s pop phenomenon the Spice Girls, never thought she'd call the famous stretch of coastline her second home, but a coaching gig on The Voice and an Aussie boyfriend gave her a chance to reacquaint herself with a city she's always loved. 'Bondi is the health capital of Australia, if not the world,' she says. 'And being Sporty Spice, it feels like I found my spiritual home. It's a very natural spot for me to be in.' It may be nearly three decades since the Spice Girls conquered the charts with their debut single, Wannabe, but Chisholm, 51, still proudly embodies her famous moniker. Dressed in a casual red-and-white-striped T-shirt and sport-luxe pants, she's already been on an early morning walk before her chat with Sunday Life. She's religious about her three days a week strength training but has come to accept exercise-free recovery days are important, too. 'I have been a 'go hard or go home' person for much of my life, and now trying to slow down is actually quite nice,' she says. Joining the Australian version of The Voice was a no-brainer for Chisholm, having been a coach on the UK children's iteration of the show in 2021. She was drawn to the opportunity to encourage new talent, having experienced what it's like to audition in front of a room full of strangers. 'There are many opportunities to sing on reality TV shows, but with The Voice, it's the only one that's very nurturing and is really all about the talent,' she says. 'It's the only show I am interested in being a part of.' Instead of breaking hearts and shattering dreams, Chisholm is mindful with her coaching advice. 'We always try to leave everybody with constructive criticism and give some guidance if they don't get through the competition,' she adds. A meteoric rise to pop-star status, and the inevitable challenges that follow, is a path Chisholm knows well. When the Spice Girls reached international stardom in the '90s, the shift in gears forever changed the lives of its members: Geri 'Ginger' Halliwell, Victoria 'Posh' Adams, Melanie 'Scary' Brown, Emma 'Baby' Bunton and Chisholm. Born in Lancashire, Chisholm's parents split when she was three years old. She spent most of her time with her mother, Joan, and would go on adventurous school holiday trips abroad with her dad, Alan. Her mother sang in bands, and met her new husband Dennis, a bass player at the time, at a pub in Liverpool. They married and have a son Paul. He's six years younger than Chisholm, and found his sister's fame a bit awkward when he was growing up. 'When I think back to the Spice Girls period of my life, it was more incredible than difficult,' Chisholm reflects. 'It was crazy, exhilarating, exhausting – a fairy tale and the ultimate dream when you're a kid. We were all navigating this new world we found ourselves in. 'The big moments, like being at The Brits [awards] in 1997, were a huge highlight. We'd been around the world, conquered it as we always hoped we would, and to come home and be celebrated was incredible. But being on the other side of it now gives us a new perspective.' Overnight success and the pressures that came with fame during peak Spice Girls mania saw Chisholm grapple with depression and eating disorders, revealed in her 2022 tell-all memoir, The Sporty One: My Life as a Spice Girl. 'I was reluctant to write an autobiography for many years, and the reason was that I needed to be honest and open,' she says. 'There were certain parts of my experience that were difficult for me to unzip. On reflection, it was important to do that, and to know I can be a source of comfort for people who went through similar things. That certainly felt like a good thing to do, even if it was hard. 'It's almost like closing a chapter in my life. It's acknowledging the past – the good and the bad - and looking forward to the next phase of life.' When the Spice Girls called it quits in 2000, Chisholm focused on her solo career. She's released eight albums since 1999 and is in the process of adding the final touches to an album she's been working on for the last two years with English producer Richard 'Biff' Stannard, who's written many songs for Kylie Minogue. 'My new album has been a real labour of love,' says Chisholm. 'It's uplifting and I've had a lot of fun in the dance genre. I am leaning into the club world and my sporty side, which taps into different aspects of my personality.' Chisholm has relished watching Kylie's career boom as the Aussie singer has traversed her 50s, hence her decision to team with Stannard for her own club renaissance. 'Biff helped push Kylie even further into the stratosphere – it's been amazing to see,' she says. It's clear that Chisholm is embracing what Victoria Beckham, now an internationally renowned fashion designer, refers to as 'living life from the fifth floor'. 'When I turned 50 last year, I didn't feel concerned about it too much,' says Chisholm. 'And now, a year on, I've embraced all the positive things about getting older. The physical negatives of being this age are that you wake up with more aches in the morning, but having wisdom and feeling blessed to be alive is such a gift. I am focusing on that. I spent a lot of time being hard on myself, and I'm done with that.' As the 30th anniversary looms for Spice, the band's 1996 debut album, so does the talk of a reunion. The album sold more than 23 million copies worldwide and Wannabe reached No.1 in 37 countries, so the pressure is on to mark the occasion. The band has reunited several times in recent years, including for the closing ceremony at the 2012 London Olympics. And in 2019 there was a tour of the UK and Ireland, though without Victoria Beckham due to her fashion commitments. The five members discuss band matters regularly via a private WhatsApp group, figuring what might be possible for the milestone. 'And there are subgroups within the group,' says Chisholm, laughing. 'I definitely know there is a chat group that doesn't contain me, but somewhere else we keep Ginger or Posh out. Like all friendship groups, we have many ways of communicating.' Chisholm is reunion-ready, still holding onto some of those iconic outfits from the '90s in her mother's attic. 'I wish I had kept more, but I am not a hoarder,' she says. Loading There's also talk of a fashion collaboration next year, but for now she's focusing on new music and leaning into the pleasure of finding love again. 'I have enjoyed getting to know my boyfriend's family and friends – it feels like an extended family to me,' she says. Her Australian boyfriend, Bondi-based model and filmmaker Chris Dingwall, is also giving her a new perspective. (Chisholm has a 16-year-old daughter, Scarlett, with a previous partner, property developer Thomas Starr; they split in 2012.) It took meeting Dingwall, and spending time with him in the Aussie sun, to slow down from her busy pace. 'I am a bit of a workaholic,' she says. 'I decided last year, when I met my boyfriend, that I do have an incredible life. My work enables me to travel and I love what I do. It used to be all work and not a lot of play. I am changing that. 'I saw Barbra Streisand interviewed about her book recently, and the interviewer asked her, 'What is there left to do?' She said, 'I want to live more.' And at that moment, I thought, 'Yes, I want that, too.''
Sydney Morning Herald
12 hours ago
- Sydney Morning Herald
‘I am done with being hard on myself': Sporty Spice Melanie Chisholm at 51
This story is part of the August 3 edition of Sunday Life. See all 13 stories. It's the clichéd British expat dream – to take up residence at Sydney's Bondi Beach – but for one of the UK's most famous exports, Melanie Chisholm, it was a reality for several months this year. The singer formerly known as Sporty Spice, thanks to her pivotal role in '90s pop phenomenon the Spice Girls, never thought she'd call the famous stretch of coastline her second home, but a coaching gig on The Voice and an Aussie boyfriend gave her a chance to reacquaint herself with a city she's always loved. 'Bondi is the health capital of Australia, if not the world,' she says. 'And being Sporty Spice, it feels like I found my spiritual home. It's a very natural spot for me to be in.' It may be nearly three decades since the Spice Girls conquered the charts with their debut single, Wannabe, but Chisholm, 51, still proudly embodies her famous moniker. Dressed in a casual red-and-white-striped T-shirt and sport-luxe pants, she's already been on an early morning walk before her chat with Sunday Life. She's religious about her three days a week strength training but has come to accept exercise-free recovery days are important, too. 'I have been a 'go hard or go home' person for much of my life, and now trying to slow down is actually quite nice,' she says. Joining the Australian version of The Voice was a no-brainer for Chisholm, having been a coach on the UK children's iteration of the show in 2021. She was drawn to the opportunity to encourage new talent, having experienced what it's like to audition in front of a room full of strangers. 'There are many opportunities to sing on reality TV shows, but with The Voice, it's the only one that's very nurturing and is really all about the talent,' she says. 'It's the only show I am interested in being a part of.' Instead of breaking hearts and shattering dreams, Chisholm is mindful with her coaching advice. 'We always try to leave everybody with constructive criticism and give some guidance if they don't get through the competition,' she adds. A meteoric rise to pop-star status, and the inevitable challenges that follow, is a path Chisholm knows well. When the Spice Girls reached international stardom in the '90s, the shift in gears forever changed the lives of its members: Geri 'Ginger' Halliwell, Victoria 'Posh' Adams, Melanie 'Scary' Brown, Emma 'Baby' Bunton and Chisholm. Born in Lancashire, Chisholm's parents split when she was three years old. She spent most of her time with her mother, Joan, and would go on adventurous school holiday trips abroad with her dad, Alan. Her mother sang in bands, and met her new husband Dennis, a bass player at the time, at a pub in Liverpool. They married and have a son Paul. He's six years younger than Chisholm, and found his sister's fame a bit awkward when he was growing up. 'When I think back to the Spice Girls period of my life, it was more incredible than difficult,' Chisholm reflects. 'It was crazy, exhilarating, exhausting – a fairy tale and the ultimate dream when you're a kid. We were all navigating this new world we found ourselves in. 'The big moments, like being at The Brits [awards] in 1997, were a huge highlight. We'd been around the world, conquered it as we always hoped we would, and to come home and be celebrated was incredible. But being on the other side of it now gives us a new perspective.' Overnight success and the pressures that came with fame during peak Spice Girls mania saw Chisholm grapple with depression and eating disorders, revealed in her 2022 tell-all memoir, The Sporty One: My Life as a Spice Girl. 'I was reluctant to write an autobiography for many years, and the reason was that I needed to be honest and open,' she says. 'There were certain parts of my experience that were difficult for me to unzip. On reflection, it was important to do that, and to know I can be a source of comfort for people who went through similar things. That certainly felt like a good thing to do, even if it was hard. 'It's almost like closing a chapter in my life. It's acknowledging the past – the good and the bad - and looking forward to the next phase of life.' When the Spice Girls called it quits in 2000, Chisholm focused on her solo career. She's released eight albums since 1999 and is in the process of adding the final touches to an album she's been working on for the last two years with English producer Richard 'Biff' Stannard, who's written many songs for Kylie Minogue. 'My new album has been a real labour of love,' says Chisholm. 'It's uplifting and I've had a lot of fun in the dance genre. I am leaning into the club world and my sporty side, which taps into different aspects of my personality.' Chisholm has relished watching Kylie's career boom as the Aussie singer has traversed her 50s, hence her decision to team with Stannard for her own club renaissance. 'Biff helped push Kylie even further into the stratosphere – it's been amazing to see,' she says. It's clear that Chisholm is embracing what Victoria Beckham, now an internationally renowned fashion designer, refers to as 'living life from the fifth floor'. 'When I turned 50 last year, I didn't feel concerned about it too much,' says Chisholm. 'And now, a year on, I've embraced all the positive things about getting older. The physical negatives of being this age are that you wake up with more aches in the morning, but having wisdom and feeling blessed to be alive is such a gift. I am focusing on that. I spent a lot of time being hard on myself, and I'm done with that.' As the 30th anniversary looms for Spice, the band's 1996 debut album, so does the talk of a reunion. The album sold more than 23 million copies worldwide and Wannabe reached No.1 in 37 countries, so the pressure is on to mark the occasion. The band has reunited several times in recent years, including for the closing ceremony at the 2012 London Olympics. And in 2019 there was a tour of the UK and Ireland, though without Victoria Beckham due to her fashion commitments. The five members discuss band matters regularly via a private WhatsApp group, figuring what might be possible for the milestone. 'And there are subgroups within the group,' says Chisholm, laughing. 'I definitely know there is a chat group that doesn't contain me, but somewhere else we keep Ginger or Posh out. Like all friendship groups, we have many ways of communicating.' Chisholm is reunion-ready, still holding onto some of those iconic outfits from the '90s in her mother's attic. 'I wish I had kept more, but I am not a hoarder,' she says. Loading There's also talk of a fashion collaboration next year, but for now she's focusing on new music and leaning into the pleasure of finding love again. 'I have enjoyed getting to know my boyfriend's family and friends – it feels like an extended family to me,' she says. Her Australian boyfriend, Bondi-based model and filmmaker Chris Dingwall, is also giving her a new perspective. (Chisholm has a 16-year-old daughter, Scarlett, with a previous partner, property developer Thomas Starr; they split in 2012.) It took meeting Dingwall, and spending time with him in the Aussie sun, to slow down from her busy pace. 'I am a bit of a workaholic,' she says. 'I decided last year, when I met my boyfriend, that I do have an incredible life. My work enables me to travel and I love what I do. It used to be all work and not a lot of play. I am changing that. 'I saw Barbra Streisand interviewed about her book recently, and the interviewer asked her, 'What is there left to do?' She said, 'I want to live more.' And at that moment, I thought, 'Yes, I want that, too.''
Perth Now
2 days ago
- Perth Now
Collapsed Aussie brand suddenly re-emerges
Australian swimwear and apparel brand Tigerlily is set to make its return to Australian shops this Friday, just in time to celebrate its 25th anniversary. After a bumpy two-year period, the brand 'all about beach lifestyle' will officially reopen down under. Customers will be able to purchase Tigerlily's signature bikinis, swimwear, and accessories online and through select retail partners, including department store giant Myer. Tigerlily general manager Prue Slocombe exclusively told NewWire the brand is looking to bring back its 'personality' back as it returns. Tigerlily x MadCo 'What we are looking to do with Tigerlily is take it back to that really vibrant, fun personality that it had 10-15 years ago when it was in its prime,' she said. Ms Slocombe said success for the brand will be built on having a customer first approach and staying authentic to customers. 'From there we would really love to see some aggressive growth. There is absolutely appetite for a considered retail approach. Iconic Australian retailer Tigerlily will make its return under Seafolly group. Picture Supplied Credit: Supplied Iconic Australian retailer Tigerlily will make its return under Seafolly group. Picture Supplied Credit: Supplied As part of its anniversary celebrations, the brand will be relaunching some of their best-selling heritage prints. 'When we looked through the archives, it was like kids in a candy store looking at all the prints, so we will be tapping into that,' she said. Tigerlily believes the key to a successful relaunch will be offering its unique design and quality garments at the right price, as Australians continue to battle through cost of living pressures. 'Quality is king,' Ms Slocombe told NewsWire. 'You could see a bikini on the beach and you knew it was Tigerlily and not every brand has that. 'All our garments have beautifully finished details, metal badging, metal trims, gorgeous hardware, blanket stitching, patchwork prints, that's what we are known for and the learnings from the past are we need to retain those parts of the brand.' Tigerlily was founded in 2000 by model, fashion designer and television personality Jodhi Meares. Tigerlily's relaunch comes 25 years after it was first created. Picture Supplied. Credit: Supplied Ms Slocombe said the business coming back 25 years after the brand Ms Meares built couldn't be better timing. 'We very luckily came back at the ... 25th anniversary, so having that nice milestone feels like a nice time to relaunch,' she said. 'Also boho is trending right now, so combined it feels like the stars have aligned for us.' Ms Slocombe said the Australian fashion industry as a whole is on the rebound following a leaner time during Covid. 'There is something nice about being able to celebrate the heritage brands of Australian fashion and they are still in demand,' she said. 'It shows if you're a strong brand that stays true to its customers and knows its space then brands can really stand the test of time. Iconic Australian retailer Tigerlily will make its return under Seafolly group. Credit: Supplied The relaunch follows a turbulent few years for the fashion brand. First launched in 2000 on the shores of Bondi Beach the brand quickly grew before being bought by fellow Australian fashion label Billabong in 2017. Ten years later Tigerlily changed hands again when Crescent Capital Partners bought it out for $60m. Tigerlily faced significant hurdles, ultimately collapsing in March 2020 as the Covid-19 pandemic severely impacted the global retail and fashion sectors. In 2021, the business moved to eco-friendly fabrics including organic materials and natural fibres. While the brand briefly restructured post-Covid, it again fell into financial difficulties and ultimately stopped trading in early 2024. Prior to collapsing, Tigerlily operated 10 stores and had 40 wholesale partners in Australia and the US as well as an online presence.
