This week’s Designer Q & A is with Carl Chiara, Premium Head of Design at the daddy of all denim brands – Levi’s.
1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
Jeans are timeless. We have the many of the oldest jeans in our archives in San Francisco and they are as relevant and as perfect today in an emotional & style sense as they were 150 years ago for Pioneers in a rational & functional sense. A pair of jeans is not a static proposition – jeans have soul and in that there is a very meaningful relationship and personal experience that comes with each pair that can last a lifetime.
2) Last time I counted there were over 200 brands of premium denim jeans, what makes your jeans stand out from the rest?
There is an ease to Levi’s jeans. The designs are considered but never overproduced. As higher quality and longer lasting products become more important what makes our jeans stand out is the craftsmanship as well as style and fit that can make sense as much today as it will 6 months or 6 years from now.
3) Who do you imagine is a typical customer?
I don’t know that we have a typical consumer. We sell jeans in malls in the middle of America just as well as we do at Barneys New York in Chelsea. Our jeans are cutting edge and middle of the road at the same time.