FEATURES • BRANDS
Elevating Denim:
Les.Basics' Approach to
Sustainable Fashion
January 2025
Words by The Punch Editors
Photography by Les.Basics
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.
In her 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
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 is 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.
BALANCING INTEGRITY & CRAFT
The ongoing challenges to keep Les.Basics as a small, values-driven brand is something Fred tackles every day. The journey involves constant trial and error, learning what works and what doesn’t, all while sharing transparency. In an industry where the term “sustainable” is often greenwashed, Fred is aware that many companies exploit this trend, misleading consumers. The truth is, achieving complete sustainability is nearly impossible; even organic cotton loses its integrity when washed with chemical softeners–something many businesses, even in Bali, do without customers’ awareness.
Another hurdle lies in maintaining her business’s modest scale while offering higher-priced, quality products. As a solo entrepreneur, Fred grapples with the realities of a fast fashion-dominated landscape. Denim, a major segment of the fashion industry, comes with additional challenges, as Les.Basics focuses on quality and craftsmanship over volume.
Fred also works closely with a programmer on her upcoming website, aiming to simplify the online shopping experience. Her decision to avoid numerical sizing contradicts the fast-fashion norm and breaks stereotypes while aligning with her values of education and awareness. She hopes to educate her clients about the intricate process behind each piece of clothing, even if it means risking the loss of some customers. With determination, Fred is clear about her mission to share her story and uphold her principles.
FRED'S TEAM: THE BACKBONE OF LES.BASICS
At the heart of it all, the end goal is simple: making sure there is happiness and enjoyment for everyone involved. Fred ensures that her team at Les.Basics understands the significance of their work, creating a culture of consciousness and responsibility. She invests time in nurturing her staff, many of whom have been with her for over seven years. Each team member has the opportunity to contribute their unique touch to the final product–an approach that is all too rare in the industry. This collaborative spirit encourages creative problem-solving, transforming Les.Basics into a safe space for open dialogue.
Fred frequently discusses budgeting, family dynamics, and cultural traditions with her local staff in Bali, since she knows personal experiences influence professional lives. Rather than adopting a rigid managerial style, she is flexible, allowing her team to present collection design ideas while ensuring their daily practices align with the vision of Les.Basics. Regular check-ins guarantee that everyone at the factories is content. By reducing synthetic materials and opting for cotton when possible, Fred demonstrates how small adjustments can create significant positive impacts within the fashion industry.
STAYING TRUE WHILE GROWING SMART
For Les.Basics, the aim is clear: to stay small while sticking to core values and goals, all while looking at ways to boost sales. Fred addresses the challenge of balancing these contrasting priorities by making mindful choices, showing transparency, and raising awareness. Central to her mission is the online growth of Les.Basics, the primary platform for engagement. Fred sees the brand’s reach expanding by inviting more to model her versatile clothing, and showcasing how one piece can adapt to various occasions. Rather than conforming to a strict business model, she strategizes thoughtfully, knowing that one size does not fit all.
At the heart of her approach lies a duty to spread awareness, both for her staff and clients. Fred wants everyone to see her Les.Basics’ offerings as investment-worthy staples in their wardrobes. By leveraging better tools and materials, the company sets itself apart from the multitude of denim brands by focusing on quality over quantity and creating timeless pieces that resonate with purpose.
EXPLORE THE FULL STORY IN UNCOVERED BALI BOOK
Uncovered Bali is a collective project showcasing the sustainable journeys of carefully selected Bali businesses to a global audience. Each story highlights the unique impact these enterprises have on preserving Bali’s cultural and environmental heritage while driving positive change. Through this project, we aim to inspire global leaders, travelers, and communities to embrace more sustainable practices and appreciate the powerful role that local businesses play in shaping a better future.
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