Fragrance house

Voi Jeans

Voi Jeans traces its origins to the Bux family’s Supreme Laundry, established in Preston, Lancashire, in 1983; after five years of denim-washing expertise, the business developed Voi. Brothers Firoz, Asif and Rizwan Bux created Voi Jeans in Lancashire in 1988, initially focusing on engineered denim. The name came from a family trip to Italy and means “you” in Italian, while the brand’s stated philosophy is “Engineered for you.” Its identity combines British origins with Italian design influence, engineered denim detailing and a V-shaped “Swish” logo. During the late 1990s and 2000s, its urban-casual expression featured contrast stitching, multi-pocket designs and prominent branding. Voi Jeans is owned by the Rhodi Group. In 2011, it launched in India under licence from VOI London. VOI London later introduced a limited collection in 2020, extending the range into activewear, outerwear and T-shirts.