Seven Jeans, Reinvented Genius
Wednesday, August 29th, 2007
The story of premium denim is one that is intricately intertwined with the launch of 7 For All Mankind in Los Angeles, California in the Fall of 2000. 7 For All Mankind was the first company to truly bring premium denim to scale, marking Los Angeles, California as denims’ venerable center for research and development worldwide changing the landscape of denim forever.
7 For All Mankind’s premium jeans literally exploded onto the scene, quickly earning critical acclaim and an immediate following for its innovative us of fits, fabrics, and finishes in denim. Sales for the first year reached a staggering $13 million, an unheard of figure in the denim market, and has continued to show exponential growth year after year. In the past seven years 7 For All Mankind has become both an established modern classic for its sophisticated fits as well as a leading trendsetter for its newest fashion forward washes and designs.
The brand, famously dubbed “Sevens†by fashion editors and stylists, grew to fame in no small part because it became an instant favorite among Hollywood’s elite. 7 For All Mankind jeans continue to rank as a preferred jean among Hollywood’s leading ladies such as Angelina Joile, Cameron Diaz, Jennifer Garner and Liv Tyler. Male celebrities such as Jake Gyllenhaal, Ben Affleck, and Ryan Reynolds became fan’s of the brand shortly after the launch of the 7 For All Mankind’s men’s collection in 2002.
The company continues to grow and evolve as a true denim lifestyle brand, expanding its product line to include men’s, sportswear, handbag, footwear and kids collections. The brand’s offerings also continue to expand through innovative collaborations with highly regarded designers such as The Great China Wall, Zac Posen, Azzedine Alaia, Evan Yurman and Pucci. Exciting partnerships that push the envelope of design and creativity are now a signature part of the brand’s exploratory endeavors. 7 For All Mankind continues to merge the worlds of denim and couture to redefine the fashion landscape. The brand is currently sold at luxury retail stores such as Barneys New York, Neiman Marcus, and Saks Fifth Avenue as well as high end specialty boutiques in over 80 countries throughout the world.
Fred Perry trainers are attracting growing attention as sneaker-freaks across the globe become weary with the over-the-top trainers dominating the market. Fred Perry trainers have a subtle elegance which is difficult for the sports brands to emulate. The Autumn/Winter 2007 collection is a definite must.
Denim Demon is another Swedish brand that was started at the end of 2006. The brand prides itself in staying true to denim culture as oppose to premium denim hype and mass-market appeal. All Denim Demon denim is made in Urbania, Italy, which has a long and illustrious history in producing top quality fabrics. Denim Demon is not to be confused with the current “trendy” brands emanating from Sweden. Worth a butchers!
