Julia has always hated shopping for jeans.  She has always loved jeans though - wearing them through college, while working with high school students in Brooklyn, out at night in NYC, and backpacking in Mexico.  She wore jeans to class every day at Harvard Business School, and now, as an entrepreneur, she wears them to work.  

But SHOPPING for jeans, finding the perfect pair, was always a struggle.  Julia would take dozens of pairs to the dressing room at department stores, only to come out empty-handed.  They were too tight at the hips and thighs, gapped at the back, or were so thin and stretchy (jeggings), she knew they would wear out too quickly.  She wanted to make a line of jeans that actually fit.