it’s been a while since i did a Designer Q & A, but this week it is back with a bang as I have been lucky enough to get an interview Larissa Noble, Creative Director at the brand that really kickstarted the whole premium denim industry – 7 For All Mankind.

1. Why do you think after 200 years jeans are still one of the most popular items of clothing?

One of the greatest thing about working in the world of denim is its rich history. The history of denim spans three centuries, touching every social and economic class and countless cultures. Denim can go any place you want it to go and will continue to in the future. From work wear to couture and everything in between – it has no limits. I think denim will always remain at the forefront of fashion. What other item of clothing can be worn by so many different types of people in so many different ways?

2. Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?

Denim consumers are becoming more discerning in their taste for denim. The premium denim market went through a phase where it became super-saturated with a number of new, niche brands and the premium denim consumer was overwhelmed with all of the choices at their fingertips. After experimenting with these niche brands, consumers are returning to brands that have remained steadfast in the quality of fit, fabrics and finishes. That’s why 7 For All Mankind continues to show tremendous growth – customers are staying with the brand they trust. This return to the classic brands illustrates that consumers are more concerned with quality than price.