March 12, 2022
A few years ago, we stopped our denim collection to focus on other categories. Also, during the pandemic the appetite for denim from a personal consumption standpoint and a consumer demand standpoint was not really something that was top of people’s minds, as sweats took over our wardrobes. As the dust continues to settle on the last two years and we start to live a more normal life, work in an office again and travel, go to restaurants and concerts again, I feel the time is right to launch denim again. We did have some calls to bring back denim online from loyal fans of the brand, and I was ready to do it again. I am really enjoying the process of developing the line right here in our backyard in Downtown Los Angeles. I think LA has some amazing craftsmanship in a lot of areas, particularly denim. I think denim will just add another pillar to the brand that will compliment the other items.
My goal is to become a lifestyle brand that encompasses all areas of life, so denim makes sense in that respect. You know when you are on the right track with something when the stars align. And after my first meeting to kick things off with my new denim manufacturer, I stopped off at my usual coffee shop to grab lunch and saw a guy wearing a denim jacket and jeans. When I looked a little closer, I thought they looked like ours and sure enough they were. I struck up a conversation with the guy, and he loved our denim. Little things like this in life tell you you’re on the right track in my opinion. With a renewed penchant of my own for denim, I am excited to get the finished product and be ready deliver what we are cooking up. Like anything with me I start with a vague idea and as things develop and move along, that vagueness develops into clarity and snowballs into new ideas. Denim is no different, and I have big plans for the collection. So watch this space as we draw nearer to the release.