The Queensland-based couple behind the black jeans the Duchess of Sussex wore during her visit to Dubbo hope the "Meghan Effect" will boost its fortunes and allow it to employ more women.
James and Erica Bartle from Outland Denim were "just ecstatic" to see Meghan step off the plane in the NSW regional city on Wednesday wearing their Harriet jeans, which retail for $199.90.
"We were as surprised as anyone this morning to see her in them," Erica Bartle told AAP.
"We had an inclination our jeans would be part of the tour, but we never received confirmation."
While the organic, stretch cotton jeans are a comfy but chic choice for the mum-to-be, Bartle believes Meghan chose the brand because of its commitment to transforming the lives of young women in Cambodia.
Outland Denim, which launched in 2011, directly helps survivors of sex and human trafficking by providing the women with safe employment. The brand began with just five seamstresses but has grown to employ 45.
"The brand alignment is just perfect - we couldn't ask for a better person to represent our brand than Meghan," Bartle said.
Bartle hopes the "Meghan Effect" - the phenomenon where every item of clothing the duchess wears immediately sells out - will allow the brand to employ more survivors.
"The flow-on effect of something like this is just enormous and we can't wait to see what it means for Outlander."
Meghan teamed the jeans with a grey checked blazer from the fashion range of her close friend, tennis champion Serena Williams.
She also wore a necklace and earrings by a Sydney-based jewellery designer Natalie Marie, suede ankle boots by J.Crew and a white untucked shirt by Maison Kitsune.
