Quince brings its founding principles—quality, sustainability and affordability—to denim with the same disciplined approach that built its core categories.
Now, the brand is addressing one of denim’s most common complaints: its discomfort in warm weather. This summer, Quince will launch Whisper Denim, a collection the company says fills a clear gap in the market—giving customers the look of authentic denim with the comfort and ease of everyday wear.
“For jeans that feel like sweatpants, the Whisper collection delivers a softer, lighter-weight fabric that still looks like real denim, essentially removing the tradeoff between comfort and authenticity,” Natalie Clint, Quince senior buyer, bottoms and dresses, told SJ Denim. “The lighter weight and looser silhouettes also are perfect for the warmer seasons and makes them versatile for all the summer moments you want to be comfortable while also looking put together.”
Whisper Denim is a 10.25 oz. fabric made up of cotton, recycled cotton, viscose and Tencel lyocell. Due to the viscose and lyocell content in this fabric, Clint said the fabric is super soft, smooth, and has more drape and fluidity than a traditional 100 percent cotton jean.
The collection will launch in August with a women’s wide-leg jean and denim trouser. “Our customers have been gravitating to more relaxed fits and medium washes, so evolving past traditional silhouettes and colors to more trend forward fits like barrel and wide leg and lighter washes,” Clint said.
The direct-to-consumer brand known for cashmere, silk, and everyday basics entered the denim market in 2024 as a natural extension of its offering. Just two years later, women’s and men’s denim account for 11 percent of Quince’s apparel business, signaling strong customer adoption and category growth.
“Our denim collection follows the Quince formula of elevated basics,” Clint said. “The initial drop started with just a handful of styles and has since expanded significantly into a robust denim category that now includes multiple silhouettes and washes to diversify.”
Organic cotton, Tencel and sustainable wash and finishing techniques like E-Flow technology are used across the denim range. The men’s denim collection includes skinny, slim and straight jeans—some made with temperature-regulating Coolmax—as well as jean shorts. The women’s assortment spans slim, straight, kick flare, boyfriend wide leg and relaxed straight fits made with stretch denim to 100 percent cotton chore jackets and overalls.
This spring, the brand launched a rigid version of its bestselling Bella Straight Jeans—a style made with 60 percent regenerative cotton and 40 percent conventional cotton.
Regenerative cotton is a natural extension of the company’s broader sustainability philosophy, centered on better materials, responsible production, and long-term environmental impact rather than short-term trends.
“At Quince, we prioritize thoughtfully sourced, lower-impact fibers like organic cotton and linen as a baseline standard,” Clint said. “Regenerative cotton builds on that by going a step further, supporting farming practices that restore soil health, improve biodiversity, and reduce environmental harm, aligning with our goal to continually evolve toward more sustainable inputs when sourcing raw materials.”
However, Clint emphasized that creating high-quality, timeless products is just as much of the brand’s sustainability strategy. “Rigid denim made with regenerative cotton reinforces this: durable, structured, and built to last, helping reduce overconsumption and waste,” she said. “We view sustainability as an ongoing journey. Incorporating regenerative cotton into denim represents progress toward more restorative practices, while we continue improving across materials, packaging, and logistics.”
That long-term approach to sustainability is closely tied to how Quince structures its business model and accessible pricing.
“Our pricing comes down to how we’ve reengineered the traditional retail model, not cutting corners on materials or sustainability. We operate on a factory-direct model, keep margins low and assortment intentional, and build long-term relationships with our suppliers for better price efficiencies over time,” Clint said. “While sustainable fibers like regenerative cotton do carry a higher cost, we absorb that through operational efficiencies rather than passing it fully onto the customer.”
