Fort St. John business talks women’s confidence and comfort in denim

FORT ST. JOHN, B.C. — A business owner in Fort St. John is seeking to assist in taking the guesswork out of choosing what – and how – to wear denim.

Scoop and Laine Collective owner Bailey Ryder bought the storefront just over a year ago, and her desire is to educate women and let them know, as she puts it: “It’s not you, it’s the denim.”

Now a staple of everyday fashion, denim was first produced in 17th Century France and its name derives from a twill fabric called serge de Nîmes. 

Data from 2025 by Cotton Incorporated showed that of 10,000 consumers, 85 per cent of respondents said they enjoyed wearing denim.

However, only 58 per cent of those polled said they wear denim largely because of comfort, something Ryder wants to increase.

“[Women] all need better denim that fits when it comes to fashion,” Ryder told Energeticcity.ca. “Denim is sometimes the biggest hurdle…Women can be so quick to go, ‘oh, since I had kids, I just can’t even wear denim anymore.’

“No, you just haven’t found your right denim. There’s no denim that’s in or out of style based on your body shape and your height.”

Ryder will host ‘Denim After Dark,’ a session for women to navigate through those questions and concerns about denim to assist them in finding the right pair.

A $45 entry for one person and a guest will include complimentary measurements to help determine size and personalized help navigating rises, leg styles, denim fits and more.

‘Denim After Dark’ will take place on Friday, March 27th from 6 p.m. to 9 p.m. at Scoop and Laine Collective at 9935 100th Avenue. 

Tickets for the event can be purchased at Scoop and Laine Collective or through direct message via the store’s Facebook page.