We did what denim couldn't.
Our Philosophy
At Ambela, we don’t just make jeans, we ignite confidence. Denim should adapt to you, not the other way around. Our mission is simple: making denim inclusive for everyone.
Created by Community.
Ambela was born from conversation, not a boardroom. Our journey began with the #ProjectShape survey, where over 26,000 women across the UK shared how denim had let them down and how they would want it to feel. We listened. Then we invited real women, across sizes 6–28 and inseams 26–34, to take part in our fitting session. Every opinion mattered, from waistband adjustments to pocket placement, until jeans finally felt right for every body. Ambela isn’t just designed for you it’s designed with you. That’s why inclusivity isn’t a marketing slogan here. It’s stitched into every seam.
Meet Carys, Our Founder
Ambela was founded by Carys Whittaker, who like so many women, had spent years struggling to find jeans that truly fit. Her vision was simple yet radical: to build a denim brand led not by trends, but by real women’s voices.
With a background in content creation and community building, Carys knew the power of listening. She turned her own frustrations into a mission to create denim that adapts to every body type, not just the sample size.
Today, Ambela stands as proof that when you combine community, inclusivity, and uncompromising quality, you don’t just make jeans you make a movement.