I’d really appreciate some outside perspective on this.

My mum used to run a small premium denim brand. The product itself was strong, but the marketing and overall presentation was done badly, and she eventually gave it up. I’m considering trying again myself, because I genuinely think the jeans have something distinctive, but I don’t want to repeat the same mistakes.

One thing I think she got wrong: she mainly marketed to her own age group (around 45–55). I’m in my early 20s and I wear them, and I can easily see women in their late 20s and 30s wearing them too. I think the positioning might have been too narrow, and the brand didn’t feel “current” in how it showed up online.

Photo 5 is before 6 is after 7 is before 8 is after of what the instagram used to look like, where lots of cringe videos of herself are and the whole visual aesthetic was all over the place, I’ve archived around 580 posts and the last photos are of how it looks now but it just doesn’t looks right. 

Core USPs (short + factual):

	•	1970s-inspired silhouettes

	•	Distinctive panelled design (it’s the visual signature)

	•	Comfort-focused construction (designed to feel good all day)

	•	Made in Portugal

	•	Uses GOTS-certified washes / more responsible finishing

If you were relaunching this today, how would you approach it?

I’m trying to work out where to start, because there are so many pieces: target market, positioning, website, content pillars, Instagram rebrand, ads vs organic, etc. The product exists, but the brand needs to make sense and feel desirable.

I’m not looking for generic “tell your story” advice. I’m looking for practical thinking like:

	•	Who would you target first and why?

	•	What angle would you lead with (comfort vs silhouette vs quality vs ethics)?

	•	What would you do on Instagram so it doesn’t look like “another small brand”?

	•	If you were on a tight budget, what would you prioritise in the first 30–60 days?

Quick question if you’d genuinely be interested in buying jeans like this:

	1.	What’s your age (or age range)?

	2.	When you buy jeans, what matters most to you?

	•	Comfort

	•	Fit / shape

	•	Style / silhouette

	•	Quality / longevity

	•	Price

	•	Sustainability / ethics

Any honest feedback would help a lot (even if it’s “don’t bother, here’s why”

How to rebrand my mums old jeans business??