Is it really over? I keep hearing premium denim is over and trends have changed. Actually my inbox is SCREAMING with it! And with the resurgence of Levi’s jeans…but even those have gone up to $200 in my local mall. I just don’t believe that premium denim is as over as some say - especially after reading this!
Just when you thought it was safe to slip back into those GAP regular fits, designer denim brands like 7 For All Mankind and True Religion make another lunge at your wardrobe with a whole new game plan. From huge leases for new flagships to hot collaborations with haute fashion houses, premium jean companies are determined to claw their way back onto the bums of New Yorkers.
True Religion is banking on a full scale Manhattan invasion to push their $200 pairs. With the first open already and the latter two expected within two months, you know True Religion is praying for new converts to the church of high denim.
7 For All Mankind is scooting its new 3,000 square foot flagship into Soho. Although the store won’t be peddling its $180 jeans and $350 bags (!!) until later this summer, it will be only a block down from a few other places we’d rather buy jeans: Jean Shop, DKNY and Emporio Armani. (Editor’s Note: WE at the DenimBlog would not rather by jeans at DKNY than SFAM!)
Don’t let their spring obsession with the 80’s party look throw you off, Diesel means big business. By Christmas this year, the 19,555 square foot former home of Gucci will welcome the behemoth Diesel flagship location. The three-floor shrine to denim will be the perfect host for Diesel’s recent collaboration with adidas Originals and Diesel’s own luxury line “Diesel Black Gold,” for fall debut.
Fresh from opening their first US store in partnership with Opening Ceremony Acne Jeans announces yet another huge collaboration- with Alber Elbaz of Lanvin & should be ready for a 2009 launch.”
Joining Lucky Brand, A.P.C. opened with a current kids clothes collaboration with Luco featuring $85 Bermuda shorts for your kid to grow out of just in time for the next collaboration.
The premium denim train makes all local stops from here to next year with an Earnest Sewn opening in LA in July.
Paige Premium Denim launching their Black Label in August 2008.
The dreaded Hollister mothership due to touch down in July 2009. (Editor’s Note - HOLLISTER IS NOT PREMIUM DENIM! HELLO?!?!)
And the freshly H&M-ed Cheap Monday shivering in anticipation of their own ambitious plans.
Despite the premium denim infestation, there is still no denying that the trends have shifted; now having the double R on your backside isn’t so much a status symbol as it is a suburban outlet shopper’s badge of honor. Talking with WWD, Union’s Scott Bonomo only confirms this fact: “That [premium denim] gold rush is over. People that weren’t in this business for the long haul have found themselves out of it by choice or not by choice. It’s a different game. You’ve got to know who your customer is and know what you’re about as a concept.”
Story from Racked.com
For most of us, it was never about wearing a status symbol on our backsides (well maybe for a few of us!). But for most, its about the denim. The color of the wash, the uniqueness of the pockets, the durability, and most of all, how great it makes the booty look - the fit! If it was about the status symbol, we’d all be running around with Louis Vuitton jeans (yes there is such a thing - wait for the blog tomorrow!) on our arses like Mariah Carey! In my opinion, great fitting premium denim is a long way from being over.
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