seventy + mochi is a female-led denim brand founded in London in 2020. The founder launched the brand with the desire to create “kinder and more honest denim,” while honoring family, community, and traditional craftsmanship.
Behind this vision lies the history of the founder’s family textile business in Karachi, Pakistan. The brand name “seventy + mochi” was inspired by the address where the family business began: No. 70 Mochi Lane.
The year 2020, when the brand was born, was also a turning point for the fashion industry. It was a time when people began to distance themselves from mass production and mass consumption, and instead sought greater transparency and clothing that could be worn for years to come. seventy + mochi emerged in the midst of this shift, embarking on its journey with the aim of creating denim that can be worn freely and enjoyed comfortably for a long time.
What seventy + mochi values most is seasonless design that can be worn for years. The brand focuses on denim with a gentle mood that is not swayed by passing trends. While the silhouettes remain classic, subtle stitching, patchwork, and dimensional details lend them a modern touch. Neither too casual nor overly polished, they strike just the right balance for everyday life.
Every item is carefully crafted in the brand’s own factory. Rooted in the textile heritage passed down through the founder’s family, seventy + mochi continues its production with a commitment to consistent quality and transparent processes.
“Clothing that is kind to both the makers and the wearers” — this simple philosophy is the most important principle that runs through the brand.
At the heart of seventy + mochi’s worldview lies the phrase “Consciously Kind.” It is not a slogan meant to complicate the conversation around sustainability, but rather a simple attitude that gently guides everyday choices toward something better.
This philosophy runs consistently from material selection to production practices. All cotton used is either organic or recycled, and the manufacturing process incorporates techniques that reduce water and energy consumption. The brand also strives to expand fair and equal employment opportunities, fostering an environment where people from diverse backgrounds can thrive.
On seventy + mochi’s sustainability page, certifications such as OEKO-TEX®, GOTS, GRS, and ZDHC are listed. Yet these are not displayed to showcase technical expertise; they serve as proof that the kindness the brand upholds is genuinely being put into practice.
There is no need for complicated terminology. In the end, the brand’s message is simple:
“We are steadily building upon what we can do, so that kindness remains the choice we continue to make.”
seventy + mochi’s denim is more than just “sustainable denim.” At its foundation lies a warm respect for family and community, values that shape the very way the brand approaches clothing.
What seventy + mochi will continue to cherish is, first and foremost, the unwavering commitment to creating garments that can be loved and worn for years. At the same time, the brand is dedicated to building environments that safeguard the lives of those who make the clothes, and to creating systems where people from diverse backgrounds can work with confidence and security.
By continuing to collaborate with the communities that form its roots, seventy + mochi envisions a future where warm, human connections expand in a gentle cycle.
Calm designs that resist fleeting trends, silhouettes free from excessive ornamentation — in all of these, seventy + mochi’s quiet desire to be kind breathes steadily.
When we visited the showroom in Paris, we at DIGA were reminded that the brand’s philosophy is not mere words. From the materials used to the production processes and employment practices, we witnessed firsthand how consistently the brand’s values are carried through. That is why we are committed to sharing the values nurtured by seventy + mochi with people in Japan.
