Indi Denim is an online Premium Virtual Denim Brand for both women and men. You can design your jeans from scratch, exactly how you want them! Along with introducing an entirely new way to shop, the brand just released Creative Destruction finishing treatments this week with new Luxury Japanese and Italian fabric options as wellÔÇª You can now design your own jeans down to the smallest detail, and destroy them too (made custom to your body measurements, of course!). Sounds like a fantastic idea to me, especially if you like your jeans to be personal and perfect for you. If you don’t feel creative and don’t want to design your own pair of jeans you can opt for the custom measurements instead, you can select a jean you like and have it made to fit you.
From the CEO MaryBeth Luber:
“We’re really excited about our new fabrics and finishing treatments because they give consumers even more style options to design the exact jean they want. With our new customization possibilities, the designer can create a jean in a traditional fabric with a clean finish or in a bold Japanese fabric with heavy distressing and holes (or anything in between), for a jean that is literally one in 14 million. No longer do consumers have to settle for jeans that don’t fit their body or their style preferences, because indi offers a revolutionary solution: letting consumers design their own jeans and then making the jeans to fit their measurements.”
Denim is a wardrobe staple and this can be contributed in part, to the fact that it is made from cotton. With the economy being what it is, people want to get the most from their investments, denim included. A new technology has been released, called “Storm Denim”, which makes denim water-repellant but still keeps the look. Storm denim allows for water repellance but doesn’t compromise breathability, details or wash. It also decreases the frequency of washes. Plus, the water repellance will cut back on messy spills and stains, therefore preserving your jeans even longer. The new Storm Denim technology is also practical, whether you get caught in the rain walking home from work, or your job frequently exposes you to the elements, now you’ll be dry! Check out the video here. It’s technology like this, that shows denim will be around for years to come.
Chris Pine made a quick trip from his home in California to his local 7-Eleven to pick up some Fiji water while wearing a denim shirt with denim jeans. A few other male celebs (Zac Efron, Pete Wentz, and Kanye West) have rocked this blue denim shirt/jacket with dark/black denim jeans, what do you think of this?
Photos Courtesy of Gossipgirl
While the retail industry is being hit hard by the recession, there seems to be one area that is almost recession proof, denim. Consumers have cut spending on clothes but denim retailers are building new stores. As one market study revealed, “Sales of premium brand jeans grew by 17% during 2008 and eked out a 2.3% increase in the most recent three-month period that ended in February, making premium denim one of a few “pockets of growth in an otherwise fizzling fashion market,” NPD Group said.
“That is the time period that was the most challenging in terms of consumer spending, so any growth during that time is significant,” said Marshal Cohen, NPD Group’s chief industry analyst. “With the newfound focus on fit by some of the commodity brands coupled with women’s never-ending quest for the perfect pair of jeans, the passion for denim is alive and well.”
Perhaps part of the draw is that denim is seen as part of the American Spirit. “In the U.S., people care that their jeans are manufactured here,” said Eric Beder, an analyst for Brean Murray, Carret & Co. “To consumers outside the U.S., it’s crucial. Jeans are considered an American tradition. To be considered a real premium brand, you need to have the ‘made in the USA’ label on it.”
As Adriano Goldschmied, the Italian designer of European jeans brands Diesel, Replay, Goldie and Rivet, agrees. In 2007, Goldschmied’s luxury denim label GoldSign merged with Paris-born Jerome Dahan’s Citizens of Humanity, based in Huntington Park. “Nothing more than jeans represent the spirit of America,” Goldschmied said. “It’s about going to the mall, driving, having fun at the beach. Jeans still represent the life.”
There has also been an increase in the opening of stores, as opposed to selling through department stores. Brands like Joe’s Jeans and True Religion are attempting to reach customers through websites and stores. True Religion’s direct direct sales increased 96% to $23.1 million. The company had 49 of its own stores by the end of the first quarter, up from 18 stores in March 2008.
But it ultimately, it comes down to fit and quality and viewing denim as an investment. As Joelle Forte Casady explains, “I wear jeans five out of the seven days of the week. If I’m spending $150 to $250 a pair, I feel I’m getting my money out of it if I wear them 10 times, and I wear them a lot more than that,” Casady said. “That’s instead of some sexy heel shoes I might wear six times a year. When you think it looks nice and feels right on you,” she said, “then it is worth every penny.”
Read the rest of the article at The LA Times.com