Tender was originally founded in 2009 by William Kroll, based in London and produced in small workshops and apartments around England, the brand focused on a very “organic” type of workwear, blending contemporary styles with historical dyeing techniques, custom textiles, and unique details. In 2025, William and the brand moved to Pennsylvania, USA, where much of the production now lives as well — though it still remains strongly connected to its English roots and inspiration.

Standard & Strange carried some stock from Tender almost a decade ago, back when we were just a single store in Oakland’s Temescal neighborhood, and we’re very pleased to be bringing it back into our lineup in 2026. It’s a brand we feel particularly fond of, and one that fits really well alongside so many of the other small and artisanal brands we carry — creating styles unlike anyone else we’ve encountered at a remarkably high quality, with a deep passion for craft at every level of production.

The Fall/Winter ‘26 collection features a selection of our favorite things from Tender: 16oz selvedge denim, oversized wool jackets, flowy shirts, botanical dyes, and heavy-duty construction. Notably this season, every piece has been cut “sideways” (with the fabric laid out long instead of tall), allowing for wider panels and turning horizontal stripes into vertical ones. The whole set is really meant to be lived in, getting better and better as things break in, dyes fade, and creases set, forming to your body and lifestyle as you wear it. Though the proportions can look particularly exaggerated when Tender’s pieces are photographed flat, we encourage you to come try some on and get a feel for the excellent fits, and to see how naturally the garments move with you.

The 130 Jeans are a high rise tapered-leg jean with a generous amount of room through the seat and thigh. The taper is pronounced, not subtle or slight, but also not what we would consider to be extreme, these are a very classic leg shape that has room up top and a fairly slim (but not skinny) shape from the knee down. They're cut with straight side pockets for easy access, a unique "Snob's Thumb" coin pocket, 100% cotton thread, and a custom wax-cast brass waistband button. The construction is robust, with double and triple-needle stitching details, as well as exposed copper rivet reinforcements at stress point.

Tender’s 16oz selvedge denim all starts the same way: designed by Tender, this custom fabric is woven in Japan, then shipped to Tender in its loomstate (unwashed and unfinished) for cutting, dyeing, and/or washing. The indigo base is applied traditionally, using ringspung American cotton yarns that are hand-dipped 25 times, resulting in an exceptionally deep blue that will fade dramatically with wear. The fabric is heavily starched during the weaving process, arriving at Tender in an extra stiff shrink-to-fit state and gaining dramatic amounts of fabric twist (as well as developing deep creases) during the finishing process.

Their rinsed denim is exactly that, arriving to us after a washed finish from Tender that handles the initial shrinkage and softens things up a bit. After the wash, the fabric is allowed to twist, crease, and fold as the yarns shrink and the starch is washed away — as a result, new Tender jeans may feature a more wrinkled and creased face than other denim, with unique highlights and fading at areas where the fabric has folded. Even with one wash, this fabric is still very full of dye, and will crock (bleed) indigo dye onto surfaces and your body as you wear it. This effect will decrease over time, especially with subsequent washes, but be mindful that it will also bleed in the wash, and only clean with like colors.

True to size with a relaxed fit through the waist, check our measurements before ordering. Wash cold and hang dry.

• 100% cotton
• 16oz selvedge denim from Japan
• Rinsed finish
• High rise
• Tapered leg fit
• Button fly
• Custom removable wax cast brass waistband button
• Five pocket configuration
• Copper rivet reinforcements
• Triple-needle stitching details
• Relaxed thigh
• 100% cotton thread
• Custom woven labels
• True to size
• Wash cold and hang dry
• Made in the UK