About Us

"DESI"... Simply Desirable!

In the beginning … The story of "DESI" goes back to 1978, when Harold Lenett established a new Vancouver company to manufacture jeans. Incorporated as "Pimlico", it grew successfully and vigorously during the foundation years of the real jeans boom in fashion, becoming well known for contracting for such exactingly precise brands as "Levi Strauss", "Wrangler", "Lee", "Gap", "Guess", and "Polo" - ironically, probably dressing many of today's modern women in their younger years! During the mid-90's, with his son Gary installed as President, the company was named as one of the "Top 50 Best Managed Companies in Canada". By 2001, looking to expand into their own branded products, they purchased a local West Coast surf apparel company called "Dish". They loved the name and proceeded to develop a new jean line under this moniker, evolving it into a hip resource for contemporary women 18-35.

New Attitudes … As the line gained a loyal following throughout North America, Gary began to notice an interest developing in it from modern-thinking older women as well, creating the need for a more womanly shape to be included within the mix. "Dish Jeans" introduced a more curved fit called "Deseray", a variant of the French name "Desiree" (meaning "desired") and thus began the start of that cross-over story. However, it very quickly became obvious that a new separate entity would be required to fit this new exacting customer, leaving "Dish" to cultivate it's own established niche alongside its new boyfriend "DRT" (catering to young men). After much more research and experimentation, along with stringent wear-testing criteria within the proposed demographics of the new target market, the design team developed an innovative series of fits, rises, and silhouettes destined to be perfectly suited for this growing following of hip 35+ women seeking those pure simple jeans of their younger years adapted to their maturing bodies – the newly emeging “contemporissy” market! "DESI" had been born.

Modern Living … "DESI" is driven by European trends, smart and somewhat sophisticated, but constructed with Canadian style and sensibilities. As such, the line is focused around the most important, versatile, and desirable fabric in these women's lives - denim, in all its modern glory! The new generation of denim is distinctive and interesting, and "DESI" goes to all lengths to bring forth its newness and the latest innovations. It is no longer the traditional workwear fabric of its target market's youth, but rather an essential addition to any wardrobe, capable of going almost anywhere. And when teamed with “DESI’s” new techniques of “lipoconstruction” to add extra shape and style, it’s unstoppable!

The New Modern Woman … she can be whoever she wants to be! There has been a tremendous reshuffling of lifestyles and values within the past few years. Women are having babies in their 40's. They are working and working out. As a result, they want contemporary designs without compromising comfort. "DESI" addresses this new attitude with its new fits and sleek sophisticated styling. Discover a pure and sophisticated product that relates to the new modern woman’s life and moves her soul while providing her with both comfort and style. Quite simply, discover something desirable.

Discover "DESI"!