Back in 2018, Jovian Cummins was shearing inside a Hawke Bays woolshed wearing his old jeans. He was in between dealing with the shearing when the constant work made him feel overheated. At this point, he realized the need for comfortable work wear for him and others to make them feel comfortable. This was when the idea of merino jeans first blossomed in his brain. Let's delve deeper into it and understand how it all started!