FEATURED • UNCOVERED BALI
Elevating Denim:
Les.Basics' Approach to
Sustainable Fashion
Elevating Denim:
Les.Basics' Approach to
Sustainable Fashion
Frederique Lessard, a Canadian who touched down in Bali in 2014, could hardly have foreseen the journey that awaited her—a path leading to the creation of one of the island’s most successful denim and clothing brands. Though fashion intrigued her, she was uncertain about pursuing it as a career so under her years of working as a social media manager she came to a realization: she had no desire to work for anyone else. When the opportunity came to secure a storefront by the beach in Bali, she seized it, launching Les.Basics.
October 2024 • Words by The Punch • Photography by Les.Basics
At Les.Basics, everything begins with intention. Each collection is a deliberate effort, where even the smallest details—like perfectly sized pockets—are thoughtfully considered.
In Fred's eyes, the market lacked high-quality, simple basics such as white t-shirts and basic denim wear. With that conviction, she designed denim that offered both comfort and versatility—a staple for any wardrobe, effortlessly styled up or down. Her thoughtful and meaningful creations at Les.Basics not only brought her success but also began to reshape common misconceptions of denim itself. Fred did intensive research with local producers who told her to abandon denim altogether.
Recognizing denim’s reputation as a significant polluter, Fred understood that with the right approach, it could transform into a sustainable option—creating long-lasting clothing with ethical practices.
INTENTIONAL DESIGN: FRED'S APPROACH FOR LES.BASICS
In the beginning, Fred did not consider the importance of mindful and ethical choices in fashion, as the topic of material sourcing was rarely discussed. Her perspective shifted when she began collaborating with local fabric suppliers in Bali, who revealed the significant amount of fabric required to create a t-shirt or a pair of jeans. This insight made her prioritize transparency in the production process, making sure that everyone involved was well taken care of and that every item was thoughtfully designed. Her collections remain small and straightforward, yet they share her unique edge and personality.
At Les.Basics, everything begins with intention. Each collection is a deliberate effort, where even the smallest details—like perfectly sized pockets—are thoughtfully considered. Fred’s process is intimate, a constant dialogue between her, her team, and the customers who wear their pieces. It’s a continuous cycle of refinement, where feedback shapes the evolution of each design. In a world driven by fast fashion, Fred challenges the norm, embracing a slower, more mindful approach, one that feels like family, tightly woven into the fabric of Les.Basics.
Les.Basics takes on change by remaining a small business with limited production runs. The company focuses on waste reduction and provides candid glimpses into its operations through social media. Fred wants people to recognize the human stories behind the clothing, making sure they see more than just fashion. This philosophy is not just a marketing strategy; it is a core value. Although she has had opportunities to scale up and increase profits, Fred prioritizes ethical practices, making sure her business grows without compromising the well-being of her staff or the planet.
LIVING SLOW, CREATING RIGHT
Living a slow life is the dream, but Fred knows that putting this philosophy into practice is anything but straightforward. Navigating life’s choices can be complex, but one thing is certain: her dedication to Les.Basics is strong. With a focus on slow fashion, she focuses on creating products the right way, understanding that the implications of factory work are more than what sustainability is conceived as. Her core values are in every aspect of her life and work, where respect and open communication take center stage at the work table.
DURABLE, VERSATILE, TIMELESS DENIM
At Les.Basics, sizing takes on a meaningful role, as Fred aims for an inclusive environment where numbers are not the main point. In a refreshing twist, she introduces a sizing system represented by hearts, allowing individuals to shift their focus from digits to what truly makes them feel good–inside and out.
Fred sees the jeans at Les.Basics as investment pieces, focusing on the importance of finding that one magical pair that promises longevity over settling for multiple inexpensive options that wear out after a few washes. Her jeans are designed with practicality in mind, incorporating elastic for comfort and a fit that embraces the diversity of body shapes.
She conveys that jeans are adaptable to various occasions, taking away the need to buy a separate pair for each event. The adjustable, comfortable, and versatile jeans from Les.Basics can be worn high or low-waisted, transitioning from casual to dressy. On social media, the brand showcases how easily these jeans can be styled, sharing their versatility.
In her commitment to sustainability, Fred creatively repurposes fabric cut-offs, crafting denim pockets for her designs, using leather for wallets, or transforming silk into accessories like hair bands—items meant for everyday use. The most rewarding aspect for Fred is sharing knowledge with her team and working with them to lessen the environmental footprint while sharing a conscious approach to fashion.
FULL ARTICLE AVAILABLE SOON IN UNCOVERED BALI — STAY TUNED!
Uncovered Bali celebrates the heart of Bali’s sustainable community, exploring inspiring stories from forward-thinking businesses and individuals shaping a better future for the island. Discover more about the project and upcoming book releases.
EXPLORE THE PUNCH