1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
People have changed much more in so many respects in the last twenty years than the last two hundred years combined. We now have the internet and full-fledged globalization. We really feel like we are connected to the rest of the world. Denim jeans are a classic wardrobe staple that have kept up with such terrific changes. In coming years, jeans will play an even bigger role in our apparel choices. We live on one planet with limited resources but jeans are as natural and organic as they get. People no longer dress according to segregated social classes. Jeans are the ultimate expression of democracy and equality. We are born the same but what we do makes the difference and jeans are thus our highest and lowest common denominator of self-expression. From a fashion trend standpoint, we are seeing a convergence of high fashion and fast fashion and jeans are the obvious connective tissue of choice to harmonize the cultural gap. There are now jeans for every taste and choice. The faster the people change, the faster the jeans must adapt. Jeans will forever be in vogue. They are durable and versatile and ideal for our transforming lifestyles.
2) Last time I counted there were over 300 brands of premium denim jeans, what makes your jeans stand out from the rest?
From day one, James Jeans has been about the fit. And to date, we are sticking to the same program as there is still much to improve in our journey towards the land of perfect fit. Our fit is both comfortable and sexy at the same time. That’s a duality hard to play out in co-existence. We give out and relax where we have to provide the comfort and we suck in and pull in where we have to create the sexy shape. Jeans by definition are tightly fitting on a person. How we can mold the shape of the body to create that sexy yet invitingly comfortable fit is our specialty. Our brand ethos has been three S’s: Sophisticated, Subtle and Sexy.