Story

Churri is a responsible denim brand based in Geelong, Victoria.

I’m Serhat, founder of Churri and Denim Alchemy. I was born in Türkiye and have spent my career working across denim product development, textile engineering, research & development, washing, dyeing, and sustainable manufacturing across global mills and fashion brands.

Together with my Australian wife and our kids, I returned to Australia after nearly a decade living in South East Asia — a shift that redefined how I see making, materials, and what we choose to keep.

Churri began long before it became a denim brand and its studio.

The name comes from our dog, Churri — a Cambodian street rescue who spent years in a shelter before joining our family during COVID. She arrived shut down and unsure, and slowly found her way back through time and care.

She travelled with us alongside our other dog Mini as we resettled in Australia. That journey sits at the heart of the brand — second chances, patience, and transformation.

Churri is built from that mindset.

Not replacement, but renewal.
Not excess, but intention.

That thinking extends into Denim Alchemy — the broader studio practice behind the work.

Across both, materials are not fixed in value. Through process, understanding, and time, they can be reworked into something new.

I approach denim through a full-spectrum understanding of material — from fibre and fabric selection through to construction, wash development, and finishing.

Traditional craftsmanship sits alongside textile science and modern garment technology. Every process is considered.

A large part of the work is built from what already exists.

I work with deadstock denim and pre-loved garments, extending their life through reconstruction and refinement.

This reduces waste and prioritises reuse over production.

After years working in the textile industry across Asia, I’ve seen the impact of overproduction and fast fashion on both people and the environment.

Churri is my response — not through scale, but through precision.

At Churri, denim is built with intention — shaped by experience and finished by hand.

Because every garment has a story. And at Churri, I build from it.

Churri and Mini in Cambodia