As Denimsmith marks its 10th anniversary, Creative Director Hanh Le reflects on a decade of Australian craftsmanship, the evolution of denim, and the deeply personal inspiration behind their anniversary collection. With the launch of the Maine Jacket and Ora Jean in Jade, this release fuses heritage, modernity, and family legacy.

Looking back on 10 years, Hanh describes the journey as both surreal and deeply rewarding.

"It’s hard to believe 10 years have already passed since Denimsmith was founded," she says. "My father, Vinh, started this label with a simple vision: to showcase the incredible skill of Australian manufacturing. With the support of our pattern makers, laundry partners, and most importantly, our customers, we’ve been able to sustain and grow. That belief from others is what makes this milestone so meaningful."

Surviving and thriving in an industry dominated by global denim giants is no small feat. For Hanh, this anniversary is a testament to persistence, community, and staying true to the brand’s roots.

Design Philosophy: Where Timeless Meets Experimental

Denimsmith has always balanced wearability with boldness, creating pieces that serve as both wardrobe staples and standout designs.

"Our collections have always stayed true to who we are, celebrating local craftsmanship while experimenting with denim’s possibilities," Hanh explains. "We design for versatility, so each piece mixes effortlessly with what you already own. But we also love those unexpected details that make something special."

Originally, denim was purely functional, built for durability and workwear. Under Hanh’s creative direction, Denimsmith has reimagined it as a modern fashion essential, blending timeless silhouettes with contemporary edge.

The Maine Jacket & Ora Jean in Jade

The first release of the anniversary collection introduces the Maine Trench and Ora Jean in a striking jade wash. A tribute to heritage, craft, and personal history.

The trench coat has long been a symbol of practicality, with its adjustable waist ties, storm flaps, and shoulder epaulettes. Denimsmith’s take reinterprets this classic in sturdy, 100% cotton denim, giving it structure while keeping a purposeful design. Paired with the Maine, the Ora Jean offers a relaxed, adjustable fit, designed for movement and everyday ease. Together, they embody the brand’s fusion of style and function.

"For the 2025 collection we’ll be drawing on nuisances of the 90’s era & family history. Especially the fit and washes of our fashion pieces. Whilst keeping the practicality of our staples."

Why Jade?

The choice of jade is deeply personal for Hanh.

"This colour is an homage to my Vietnamese heritage and my aunt, Dì Làng, who I’ve always admired," she shares. "Jade symbolizes new beginnings, good fortune, and strength, qualities that felt perfect for our anniversary. Growing up, I watched her transform raw jade into wearable art, each piece telling a story. This collection carries that same intention."

"With two generations in my family of jade artists, I wanted the collection to expand on our family’s roots. Every so often she’ll gift me pieces she’s hand crafted, with a mix of dark and light colours depending on the stages in my life."

From pendants for the Year of the Dragon to jade-encrusted rings celebrating the prosperity of marriage, jade has marked milestones in Hanh’s life. Now, it inspires the start of Denimsmith’s next chapter.

"We’ve collaborated closely with our local laundry to develop unique washes that highlight the character of our denim, showcasing technique and depth. At the same time, we've worked with our factory and pattern makers to refine the internal construction of our garments, making them cleaner and stronger, particularly in our outerwear."

 Over the past decade, what have been some of the most meaningful or defining moments for you and the label?

"As we reflect on the past decade, two things stand out that have driven our success and impact: our community of talent and our loyal customers. A huge thank you to our factory team, laundry, pattern makers, retail staff, marketing, media, and everyone else who’s played a part. And of course, our customers, your support keeps us going and adds so much vibrancy and meaning to our day and make what we provide feel valued. "

As Denimsmith steps into its next decade, Hanh’s vision remains rooted in craftsmanship and storytelling