I would like to tell you a real success story here. A story of how entrepreneurs who develop a new product can achieve success even in today’s crowded and competitive markets.
A few years ago I was shopping at the Bloomingdale’s store on 59th Street here in NYC – and, of course checking out what’s new with denim. In a small corner, at the end of the denim floor, there was a table full of dark blue jeans and a few sales girls right there, smiling broadly and telling the customers about their jeans. The label on these jeans said DL1961 (never had heard of those before!). My first thought was, oh well, here goes another brand that wants to convince me that their jeans are the newest, the best fitting and the most AAAA-mazing new thing on the market. I was pretty skeptical, but I figured it was worth a look. So I asked one of the reps to explain to me why I should believe that their jeans are so unique. What they told me then is something that we all know today (!!):
DL1961 Premium Denim is the only brand in the market to feature jeans made with the innovative 4-WAY stretch XFIT LYCRA® fabric. To cut through the technical jargon, what this fabric does is make a high performance denim with a custom fit that allows 360 degrees of movement and won’t sag, bag or lose its shape.
And today DL1961 offers us not only those dark blue jeans that I saw so many years ago, but also a full, rich palette of color. Denim washes range from dark blue – almost black – to light blue stonewashed, and of course those amazing colors shown below. And I am having a difficult time right now choosing my most favorite pair of jeans here – maybe those red waxed Emma jeggings…..shown below!