Sergeant Pepper was established in 2006 to take denim to a refreshing new direction. When you enter the world of Sergeant Pepper, what you feel right away is the rock and roll attitude of the 70's and you are set back in time on Carnaby Street in London. The Los Angeles premium denim brand holds true to its quest for intense attention to details. Sergeant Pepper "New Basics" are designed with a mix of pure vintage denim and couture details. Though the label is known for its fit, these jeans are hand-vintaged and include colored bull denim pants, skirts, shorts, jackets and blazers. Brand designer, Charles Amzallag created the line with the "do it yourself" spirit of the 70's. They are comfortable, look authentic and intricately detailed to create unique works of art that are customized to one's own personal style.