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This week’s Q & A is with Eli and Moshe Azran owners and designers of The Unknown Factory.

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

Moshe: I think that there are a few reasons for the continued demand of denim, however, I believe the main two reasons are: The feeling you get when putting on a brand new pair of jeans and the versatility of denim in everyone’s closet. You can dress up or down denim any way you want.

Eli: One word. Versatility. There’s no other item that does not discriminate.

2) Last time I counted there were over 200 brands of premium denim jeans, what makes your jeans stand out from the rest?

Eli: It would be a bold lie to say we use the finest Italian fabrics, and have mastered the perfect fit, the truth is we all use the same fabrics [as other premium denim companies]. Quite honestly, if your jeans don’t fit they don’t belong in stores.

Moshe: Our details and washes stand out more than any other brand out there.

3) Who do you imagine is a typical customer?

Moshe: A confident girl that knows what she wants.

Eli: Underground, not into branding, but a label whore, who wears Louboutins, Carpe Diems, Rick Qwens. It’s pretty trippy because I could probably describe “our girl” extremely well, its so important to know who you want to target, it helps you establish a true identity. I hate brands who flip-flop, There’s nothing worse.

4) Where do you get your inspiration from?

Moshe: Anywhere, art, music, movies, scenery, weather, you name it and it inspires us.

Eli: As crazy as this sounds, it’s from perception of what I think people are wearing. It’s a way of looking at things.