It was imperative that the name comprises something that would stay at the tip of the tongue. Working so much with texture, the name naturally had to fall in line and mirror that image. Fonet had to create a tactile response to the desire for traditional elegance. As a result, the brand is a flagship to an elegant, classic style that transcends the contemporary woman yet is expressed as open to exploration.

Through interactions with other creatives, it became clear that things needed to make sense in terms of attraction and femininity. Fonet's pieces must bring elements of embodiment to a wardrobe as well as have the ability to stand on their own. And from a macro standpoint, each collection should be a foundational representation of the ethos.

Embodiment is at the foundation. It is about the physicality and properties of all the elements that make up the jeans. For the classic jean, the texture became the natural path. With texture comes density and shape, integral parts of how we separate the true definition of men's and women's jeans.

Texture, being a raised relief, can send you down a path that addresses femininity. The tension between the fabric and the body is part of the appeal. We want to see the waist, the muscle holding the body up as gravity works at pulling down. We want to celebrate the hips and elongate the legs. Stress and relief from grain in the right places can be felt in the brush of a hand to our natural seat and stride. All of it culminates in evoking a response to how we think and see ourselves at that moment. Secure but equipped with support. Structure but room for comfort and the unpredictable places that reality takes us.

This leads to the question of time and appropriateness. Part of why denim feels loose in its definition for women is because, over time, our perception to comfort and the idea behind breaking in a new pair of jeans has become foreign. Therefore, building a healthy perception of comfort and style for women in denim is the focal point of our exploration.

Style in its most basic form comes down to attraction and how it's influenced by the elements of time, density, gravity, and stress. Things with mass attract each other. Fabric density against the body forms a symbiotic relationship to communicate different objectives and desires. For that reason, fabric density and following the curves of the female form go hand and hand. There is a dependency built on the most fundamental properties. Too heavy and you may be formless and uncomfortable; too light and it may become a completely different garment, straying from its principle as a jean. Our calling is to respect the limits and boundaries of traditional denim and women's jeans.

Small limited releases, consisting of staples of character that bring the abstract of Fonet [ f oh n EH t ] to life, are how we harness those elements. Ultimately, the name has to fit in a way that feels simplistic, like a classic, but its meaning is so multilayered and multifaceted that it couldn't possibly mean the same thing to every woman. The definition and the feelings surrounding the name must evolve with each wear and experience in the jeans.

This brings us to the elements that make up the name, Fonet: "Fo" and "Net," a literary and archaic play on words. "Fo" means light, trivial, occasional, as well as positionally towards, into, through, and beneath. "Net" (old French 'et' pronounced like 'ea' in 'head,' 'measure') at its root means clean, pure, unadulterated; literally what is remaining after deductions. The source is neat, elegant, and clean. To respect their separate meanings, keeping them in their original form, both pieces are left to be combined as one. Collectively meaning through or within unadulterated elegance. Being free of what is irrelevant, pointless, or foreign and moving towards a woman's clean and feminine form.

We want to share this feeling with you and believe we have made it tangible within a pair of our jeans. 

A name so trivial yet meant to be explored through denim at your will. Something that may seem minor becomes so important to how it fits into a pure sense of self. Fonet creates pieces with a balanced perception of how tradition compliments the body. And this will always be at the forefront of every collection.