Charl and her husband Sam started BELL ST in 2025, out of a desire to create perfectly constructed, sustainable and beautiful jeans for women. Despite being a staple in every woman’s wardrobe, they noticed there were no proper jeans brands dedicated to women. So, they created BELL ST to bring more femininity and beauty into denim - with organic fabrics, leg lengths and details designed specifically for women.Their founding principle is to partner directly with their ateliers, without intermediaries, at every stage of design and production. Working this way, enables them to achieve a premium quality at a price that is fair and accessible.