Many denim brands have taken birth in garages or living rooms  and have grown from a small sapling to large trees. Agave denim from US is one such brand which started in 2002 with the passion of a single person operation in California producing only 8 jeans and  has now grown into a brand which people are taking note of.. It is also a brand which does 100% manufacturing in US using  mainly Japanese denim. We speak to Jeff Shaffer – owner/designer – to find what makes Agave ...Read More

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On my recent visit  at Hong Kong , I met Stefano Aldighieri . Stefano has worked as creative director at ‘7 For All Mankind’ and ‘Hudson Jeans ‘ and as design director at Levi’s. He has been involved with the US denim industry for a very long time . He is currently running his own design studio – Another Design Studio – which provides design services on denim concept to pre-production and marketing.I had a long chat with him on the  situation of the denim industry in the US . ...Read More

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The wave of upscale jeans started in 2003 when a large number of national and international players descended upon Los Angeles and it became the centre of the denim growth story and  home to master denim technicians . Here is a series of some very interesting videos on the denim business – “Dirty Denim”- in L.A. The documentary created by Douglas Keeve is web exclusive and runs in 4 parts .Why the documentary has been named Dirty denim ? – Probably because of the stealing and ...Read More

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Denim Fabric has been produced in the United States since the 1830’s. The denim twill weave results in high strength and durability. For those reasons denim has been used for centuries in garments worn by sailors, farmers, cowboys and laborers of all types. Denim Industry In US Till 1960s The Indigo-dyed denim produced in the U.S until the 1960’s was possibly the least fashionable of apparel fabrics. Since denim was primarily found in garments for manual laborers, it was widely viewed as ...Read More

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Price has always been an important criteria for buyers of jeans . However, the success of premium denim jeans has shown that when purchasing denim , buyers are looking for many other things. A report by Cotton Inc on US consumers last year shows that fit is the most important criteria for the purchase of jeans. 50% of the buyers make a denim purchasing decision based on the FIT OF THE JEANS.. Price has been a factor for jeans purchase only for 16% of the respondents. Against this , on an ...Read More

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The US Denim Wardrobe Women Men No. of Denim Jeans 7.9 8.1 No. of Denim Shorts 3.5 2.8 No. of Denim Jackets 1.1 1 No. of Denim Shirts 2 2.4 No. of Denim Dresses 1.1 No. of Denim Skirts 1.4 No. of Denim Overalls 0.8 1 17.7 15.2 Source : Cotton Incorporated The US always tends to lead in denim consumption, though there are exceptions in countries like Brazil , which are also heavy consumers. The Wardrobe of an average American Men has 15.5! Denim Clothes and that ...Read More

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