Denim Underdogs
There are more premium denim brands in L.A. than there are sequins on a Balmain jacket. And contrary to recession-era retail trends, the most established ones are still turning a tidy profit.
No wonder more would-be "It" jeans companies flood the market each year. But how many are worth checking out? Eh, maybe two or three. But we get it. Being the first to boast a hot new denim brand -- especially in the celebrity sphere -- is practically a sport in Hollywood.
In an effort to winnow down the melange of new and under-the-radar labels, we've compiled a list of five brands packing the potential to be the next J Brand or Current/Elliott. Because if you're anything like us, you're tired of showing up for the party in the same pants as your friends.
Kate Beckinsale in Dylan George jeans.
The skinny: Launched in 2008, Dylan George was created by jeans veteran Danny Guez, who formerly worked on denim biggies like William Rast and People’s Liberation. “I wanted to create a line that reflects the refined-yet-casual elegance of the new jet set, exemplified by the exclusive Los Angeles scene where the brand is based” says Guez, without (bless his heart) a hint of a wink.
The brand specializes in lean, mean, distressed styles for men and women. But the precise fits and modern washes are the big selling points here. Boot-cuts, boyfriends, flares, skinnies and straight-legs are all on the menu. Christina Aguilera, Kate Beckinsale and Vanessa Hudgens are totally smitten.
The price: $138 to $209.
Where to get 'em: Lisa Kline, Fred Segal, Ron Herman, Elyse Walker and Bloomingdales.
Waxed burgundy jeans from Post'age.
The skinny: In protest over heavily embellished (and overly distressed!) jeans, Post’age brings the focus back on clean, well-made denim. "We wanted to bring something to the market that was simple, clean, straight-forward and American-made,” says A.J. Jacobson, the brand’s marketing director.
The men’s and women’s brand, which launched last year, has differentiated itself in the market with its coated and waxed denim in cool, low-key colors. Waxy jeans may sound, well, sticky. But Post'age keeps everything else so mellow and rivet-free, the denim simply takes on a different sheen -- one that's perfect for night-crawling.
The price: $120 to $178.
Where to get 'em: Fred Segal, Traffic, Planet Blue and select Nordstrom locations.
Degaine's sultry skinnies.
The skinny: Degaine, a French slang word for someone with style, was launched last year by French-born designer Gregory Abbou, and has hovered (unjustifiably so) in relative obscurity since. But jean die-hards are finally starting to catch on. The jeans are hip without delving into trendy territory. The label's men’s collection offers sleek styles (slim, skinny and boot-cut fits) in soft, well-washed denim, while the women’s range sports more of a fashion-forward feel, boasting pastel and traditional blue denim in silhouettes including skinny, flared, boot-cut and boyfriend.
The price: $175 to $235.
Where to get 'em: Madison, Traffic and Kitson.