Notify

For Maurice Ohayon, founder of Notify, denim is a true passion. Notify was born in 2003, after 25 years of working with denim, refining its natural tendency to warp, mastering different washes, and pioneering new cutting techniques. Utilising his denim expertise, Ohayon favours exacting cuts, traditional handmade details and superb craftsmanship. Notify mixes old world details, like embroidering the brand name on the inside waistband of each pair of jeans (just as his mother did on his own), with modern fashion, ensuring the brand is an international success with a huge cult following.