The #291Project Collaboration

Denim is the unofficial uniform for work (and play)


Made in London

The #291Project aims to authentically document the work and lives of eight London-based creatives. Inviting participants to wear a single pair jeans made from 14oz selvedge denim for 291 ‘working’ days of a single calendar year. #291Project is the brainchild of Borough England’s founder Graham McLoughlin, and made in collaboration with Blackhorse Lane Ateliers. 



We Believe In Community

Blackhorse Lane has manufactured the custom edition of eight signature E8 style jeans with unique 291 detailing. Asking for a commitment from participants to document meaningful stories by collecting photographic and written content throughout the year project. We hope the jeans will generate a visual representation of the journeys and personal experiences gained throughout the year. After the year we will exchange the worn jeans for a brand new pair of E8 291 jeans.



Sharing Is Caring

Print is NOT dead! Towards the end of the project (next year) our aim is to collate these images into a book project — crowd funded and lead by graphic designer Joseph Carter.