Our Story

Quality denim for the girls who get it

Jemina is a female-led premium denim brand offering contemporary ready-to-wear collections designed for the modern, independent “It” girl. Founded by Amy Chrest in 2023, Jemina skillfully blends trending style details with an elevated, minimalist aesthetic. Designed in California, Jemina was born with a focus on quality work and factory environments. Jemina stands by its principles to provide premium denim for those committed to people and responsible design.

Meet the Founder

Amy Chrest

To me, designing denim has always felt a lot like competitive gymnastics—the sport I dedicated most of my early life to. It’s highly technical, incredibly demanding, and relies on a thrilling process of trial and error to get the execution flawless. Every time you sketch a silhouette or test a new wash, you take a risk on how the final product will emerge from the wash house. I absolutely loved that challenge.

After earning my BFA in Fashion Design, I spent over ten years immersed in the fast-paced world of major retail. As a denim designer, I developed and scaled collections for retail giants like Stitch Fix, Dillard’s, Buckle, Costco, and Kohl’s. It was a masterclass in understanding diverse customer needs, analyzing market trends, and mastering mass production.

But after a decade of designing for global commercial brands, I felt a calling to step out on my own. I chose to go solo to build a brand that reflects a more personal, curated vision. My focus is entirely on bringing quality design, exceptional fit, and an "attainable luxury" positioning to contemporary fashion, creating standout pieces you'll want to wear every single day.

Jemina Denim: For the Independent "It" Girl

Jemina was born in 2023 to solve a specific problem. We saw the Gen Z and Millennial customer "graduating"—moving toward a more curated, intentional denim shopping experience —only to find that the denim market was split between low-quality basics and inaccessible $250+ luxury labels. We built Jemina to occupy that missing middle.

Since 2023, Jemina has been more than just a label—it’s a mindset. As a female-founded brand, we design premium denim and contemporary ready-to-wear for the woman who knows exactly who she is (and where she’s going).

Designed in California. Rooted in Responsibility. We skillfully blend the latest trending details with a timeless, minimalist aesthetic. But for us, "premium" goes beyond the fabric. Jemina was born with a focus on ethical work environments and remains committed to responsible design.

We stand by our principles to provide high-end denim for a community that values both people and style. Whether you’re finding us at Urban Outfitters or styling our latest drop at home, you’re
wearing a brand that’s committed to doing things differently.