a softer way forward

In 2002, Laurie Felt launched her first fashion brand on HSN. And somewhere along that journey, she discovered a genuine love for designing one piece in particular: the softest premium denim you've ever felt.

The original fabric she developed was a game-changer — a sleek look and silky feel that, once you found it, became the one piece you reached for again and again. After Silky's iconic debut, every denim innovation we made stayed true to that soft, sophisticated jean that put us on the map.

When Laurie launched Laurie Felt — Los Angeles on QVC in 2018, building something with her own name on it meant the world. But over time, she realized the part that mattered most wasn't her name on the label. It was the joy of designing denim and the heartfelt connection it created with all of you.

So this time, denim is leading the way in everything we do and everything we are— and we finally put it right in our name.

felt denim isn't a reinvention; it's an intentional evolution

We're honoring our storied past as we move toward the future. You'll still find our icon on the button and the back pocket, with a heart at the center — a reminder that we'll always create from the heart, with you in mind. The same intention we've carried for twenty years.

We're not here to sell you another pair of jeans. We're here to show up, to connect, and to remind you that how you feel truly matters. We believe from the bottom of our heart that when we soften into our truest selves, we show up kinder, more connected, and more inspired — and that belief shapes everything we make. 

So we're back to inspire a softer way forward, one jean at a time. And we're so glad you're here.