dark blue denim

So here’s the deal. A while ago I read an article about a brand called Life After Denim. I got curious about how they would interpret a “denim-afterlife”!

So what they said was basically this:

“in the beginning there was only denim.”

“Not so long ago, men’s casual wear consisted largely of jeans and their attendant surf-and-skate-inspired accoutrements. Every store was a sad sea of tees, sweats and cargo shorts, all in loose fits and sub-par materials. A lot of men wore prescriptive clothing that did not suit them.

No wonder they hated shopping: they had no options.

So we decided to create some. A company run primarily by women (and a few dapper LADs) with rather strong opinions about menswear, we make casually versatile items with careful attention to fit and quality. These are clothes a guy can put on any time, knowing he’ll look damn good.”

Therefore, what I got was there will be no denim in their collections, right?!

Wrong. To my surprise, I received the following press release in my Inbox this week:

“Los-Angeles based menswear label, Life After Denim launched LAD Studio, a new arm of Life After Denim that lets the brand explore and create one-of-a-kind product for die-hard Life After Denim fans.

The LAD Studio collection includes bandanas, woven shirts, blazers, trousers, and the brand’s first ever denim piece, the Denim Jacket. The jacket is made of lightweight, 10oz denim from the famed Japanese denim mill in Kaihara, one of the leading producer of high-quality denim in the world and offered in two washes – light and dark. Price points range from $24 to $298.”

So. You think denim is going away? So did these guys. And guess what now!? They have introduced a denim line. And it’s called “Life After Denim”. 😮 Oh the irony!!

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