By 1990, the demand for Bettina Liano clothing led to the opening of her own store in Chapel Street, Melbourne. It was at this time that she recognised a gap in both the national and international marketplace for a sexy, fashionable yet affordable clothing line. Within twelve months, her revolutionary version of denim was born, destined to put the female hips firmly on the fashion map. It was her reputation for making sleek, fitted pants that spawned the idea to create a sexy, fitted jean. By literally going to ‘the lowest lengths’, Liano has, over the years, risen above and beyond some of fashion's biggest players to achieve international cult status with her truly original Australian range of hipster ‘O’ jeans that fit like a second skin.

 Her exquisitely tailored jeans are always manufactured from highest-quality international fabrics, built to celebrate and enhance the female form, and never stretch out of shape: true investment pieces.

 The allure of Liano's jeans has grown even stronger, with at least one pair residing in almost every stylish superstar and supermodel's closet. Among Liano's legions of fans are international celebrities, as well as countless purveyors of cool whose hips proudly fly the yellow "O" flag, the trademark of lean-legged, rock 'n roll good times.