Launched in 2003, !iT has been at the forefront as a category leader and innovative product creator. We have shaped and captured the US denim market with our superior “core” fits, and relevant, yet “distinctive” styles.
Today, !iT has evolved as a distinctive collection of essential and noteworthy denim products that redefine the contemporary market. Re-imagined and authentic, our collection is a full range of current silhouettes with rare treatments and unique washes. Each silhouette with its particular aesthetic is a statement of effortless chic. We believe in style.