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Nîmes (pronounced Nims); a men’s premium streetwear brand already making waves in the fashion industry. Derived from a city in Southern France; ‘Nîmes’ seemed the perfect choice when it came to naming the brand considering DeNIM is of course the product of jeans. The idea originally stemmed from a keen interest in fashion. Frustrated that existing brands were constantly bringing out new styles, yet never quite replicating how they envisioned the perfect jean.