1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
Jeans have been around for 200 years although they weren’t always popular in the way we know them today, they were workman’s clothing; worn for their strength and durability. To me fashion that stands the test of time is normally born out of function and the humble jean was a garment designed to meet specific needs, so it wasnÃ¢â‚¬â„¢t atall about aesthetic. Today, they are more popular than ever as fabric technology has allowed the actual denim to be way more versatile in weight, colouration and stretchability. The labels that have continued success are normally ones that don’t mess too much with the original form. There is nothing that beats a classic 5 pocket jean, however you look at it.
2) Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?
The unique heritage of the brand provides me with an incredible archive and wealth of inspiration when redesigning the product today. We have a very clear point of difference to a lot of the key brands out there from our discreet Dove logo on the back pocket to the immaculate finishing of the jean and the variation of denims, we present a very sophisticated and more British looking product than all the Denim labels, which tend to be Californian and therefore very Ã¢â‚¬ËœLAÃ¢â‚¬â„¢ in their styling.
3) Who do you imagine is a typical customer?
We capture both young and old as we have not only a nostalgic and timeless quality in the jeans but they have also been updated for the modern woman. This means both my mum, at 60, still wears our higher waist Berlin model, while my younger sister finds her favourite in our Oslo slim leg style. Ideally though, we attract women who want to wear jeans that fit into their wardrobe, whether it be for a business meeting or a dinner party but that donÃ¢â‚¬â„¢t look too dressed down and casual. Our jeans are smart, well tailored, and sexy but in a much more understated way than most.