“Denim is expanding far into foreign territory to the extent that the line between denim and other products is blurring… “ said one of the denim geeks that we interviewed recently.
He is quite right . When we look at the new creations from denim , it is difficult to believe how the originality of denim in its vintage form is created and replicated in products not generally associated with denim.
A number of denim related products have been seen but the challenge is to recreate the originality of denim into other products so that denim does not lose its character .
One such example came to our notice recently – the Jeret –J DiamandisDenim Geek shoe. Created by J Diamandis– ex International Creative Director Evisu – in collaboration with CAT footwear (see his previous interview at our site)
Following an approach from Cat Footwear, Diamandis (UK-born, NYC-based alumnus of Evisu, Burberry and others) figured that the workers who used Caterpillar’s heavy machinery to build the pre- and postwar USA would likely have been denim-clad as they toiled. He realized too that just as Caterpillar was growing into the industrial giant it is today, denim was in the process of evolving as a truly American product. ‘There’s a real parallel there,’ he observes. Out of this grew the idea of applying to a shoe (Diamandis’ very first) the denim expertise he’d been schooled in at Evisu, along with elements from a ‘40s deadstock denim pant he’d uncovered in Tokyo and become somewhat obsessed with. ‘I attempted to morph those beautiful old jeans into a shoe,’ is his succinct explanation.
The resulting ‘Denim Geek’, in both mid and lo-top versions, features a two-tone upper crafted out of indigo and bull denims, both 11oz in weight. The former was sourced by Diamandis for its subtle greenish hue, which marks it out from the reddish tint inherent to much mass-produced denim. To the rear is added the cinch that was prominent on denim pants from the 1870s through to World War 2, planted firmly in place with metal rivets, while laces thread through a central ‘belt loop’. A removable tag details the shoe’s specs, placed externally as was once the norm with jeans. In an unusual touch for a sneaker, it appears screen-printed on the insole. Ultimately, Diamandis wished to create a shoe that will age and wear according to how the wearer lives, just as his beloved raw denim jeans do:
“Denim is unrivaled in its ability to age in such a way, and so it had to be denim that we used. Half the enjoyment of this project has been anticipating how the shoes are going to look after people have really lived in them….†said Johnny Diamandis .
Gap’s 1969: LA and Beyond fall 2011 campaign has cast real people, and will be based primarily online, with national magazines and point-of-sale media as supporting media, says the company. The new campagin will be rolling out on the brand’s Facebook page and other online destinations magazines including Glamour, GQ, InStyle, People StyleWatch and Vogue.
Developed by Gap’s Global Creative Centeri n NY together with Ogilvy and Cool Hunting Gap’s 1969 studio, creating the company’s denim line, is the ï¬rst to get a treatment by the company’s marketing department to highlight ‘what’s different and inventive at Gap,’ says chief marketing ofï¬cer Seth Farbman.
‘We want our customers to see who’s behind the product and how their individual personalities and lifestyles influence what we offer in our stores around the globe.’
To show that Gap is not just another denim retailer but ,Gap’s new global marketing campaign tells the story of its 1969 fall collection from the inside out. Starting with the personalities behind the denim, 1969: L.A. and Beyond gives a transparent look at the designers and how they come together each day to create the latest in denim fits, fabrics and washes. Taking it from the studio to the real world, the campaign also shows how the denim comes to life in various cities by the people who wear it. All this is perhaps to give a more human and individualistic touch to their 1969 jeans .
Led by creative director Rosella Giuliani (formerly vice president of design and merchandising at Seven For All Mankind), the 1969 design team is a collective of artists, musicians, action sports junkies and trendsetters. Women’s design director, Nicole King-Burroughs, turns to art for style inspiration, while women’s merchant, Masako Konishi, views fashion as more instinct than intellect, applying emotion as opposed to regulated rules to make her fashion choices. Men’s design director, Jason Ferro, brings his background as a rebel skater, surfer and musician to the design table, while men’s merchant, Cale Margol, uses denim as a canvas to tell a modern and progressive story. Wash specialist, Rob Crews, started in the industry when he was just 16 years-old and fell in love with the creative process of taking raw denim into a washed state through different hand treatments. A series of over 30 videos gives a sneak peek into how the collection is made. Here is one of the videos :
Providing further inspiration to the design team, the 1969 studio feels like the personal atelier of a denim architect, not the headquarters of a global brand. Once a cigar factory, the vast and open loft studio is based in the heart of the garment district on West Pico Boulevard in downtown Los Angeles. This Gap denim epicenter is an ever-changing canvas for ideas, featuring art books, mood boards, vintage buttons, Japanese work wear catalogues and back issues of surfer magazines, set against a backdrop of sun-filled floor-to-ceiling bay windows.
“When I first joined Gap, I was surprised by the unexpected, untold stories across the brand—particularly about our people and the real-life experiences and situations they’re inspired by,†said Seth Farbman, Gap’s Chief Marketing Officer. “Fall is our first step in sharing what’s different and inventive at Gap, and we’re starting with our 1969 studio. We want our customers to see who’s behind the product and how their individual personalities and lifestyles influence what we offer in our stores around the globe.â€
Aligned with how people want to discover and share information, 1969: L.A. and Beyond will live primarily in the digital world via a series of video vignettes and sponsored editorial on Gap’s Facebook page and on outlets such as DailyCandy, FabSugar, Glam, Hulu, LookBook, Pandora, Refinery29, RollingStone and TrendCentral. The campaign was developed in Gap’s Global Creative Center in New York, and is designed to be global with different parts of the campaign allowing international markets to balance according to their needs.
To make the campaign more lively , Gap has also launched the Pico Trucks in some cities of US where Tacos (a mexican food) and other items will be served to people who are wearing a Gap product – FREE !
1969 Fall Collection Gap’s 1969 fall collection continues to demonstrate Gap’s commitment to bringing the same premium fabrics and fits as other premium denim brands at a much more accessible price point. Taking denim beyond the five-pocket blue jean, the fall collection explores the idea of “jeanswear meets sportswear.†It evolves the line from jeans to stretch leggings, cords, tailored dress shirts and jackets. With an emphasis on sophisticated fabrics, the collection feels modern and sexy while maintaining a denim lifestyle vibe.
The women’s signature Legging Jean is fresh for fall in a variety of new fabrics and colors, including the Ponte Knit Legging in black and olive, the Gummy Legging in black and khaki, and the Legging Cord in both neutral and pop colors. Also big for fall is the High Rise Pintuck Trouser in a non-traditional indigo denim, the Skinny Boot in black, and the fashion crop in fits such as the Cropped Slim, the High Rise Cropped Straight and the Cropped Boot.
The menswear collection is also focused on signature fits in new fabrics and colors. Highlights include the Drop Crotch Skinny in charcoal, the Slim Trouser in dolphin grey, the Super Skinny Clean in grey and the Slouchy Slim Rocker in black. The collection also features pieces that are either a natural extension of denim or that pair nicely with jeans, including the lightweight chambray jacket, a lightweight denim blazer and tailored dress shirts.
“Fabric and fit are the keys to the fall collection— focal points of every piece. We’ve taken beautiful and interesting fabrics and then tested their reaction to different cuts, washes and dyes. The result is a range of new styles and fits that stretch beyond denim into a broader collection,†said Rosella Giuliani, Gap’s 1969 Creative Director.
Denim prices range from $59.50-$69.50 for more basic styles and $59.95-$89.95 for more fashion-forward styles and higher-end fabrics.
About Gap Inc. Gap Inc. is a leading global specialty retailer offering clothing, accessories, and personal care products for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperlime, and Athleta brands. Fiscal year 2010 net sales were $14.7 billion. Gap Inc. products are available for purchase in over 90 countries worldwide through about 3,100 company-operated stores, about 175 franchise stores, and e-commerce sites.
AEO is a famous retailer in USÂ with denim as a cornerstone products. It would be interesting to know more about the store and to see how the store has performed , what types of jeans and at what prices are they selling currently.
Founded in 1977, American Eagle Outfitters, Inc. is an apparel and accessories retailer with an annual turnover of over $2.8 billion and operates more than 1,000 retail stores in the United States and Canada, and online at ae.com. The Company also operates a wholesale segment under the Free People and Leifsdottir brands. Through its family of brands, American Eagle Outfitters, Inc., offers clothing, accessories and personal care products.
The Company operates under the American Eagle, aerie by American Eagle, and 77kids by american eagle (77kids) brands. As of January 29, 2011, the Company operated 929 American Eagle Outfitters stores, 148 aerie stand-alone stores and nine 77kids stores. As of January 29, 2011, it operated 1,086 stores in the United States and Canada under the American Eagle Outfitters, aerie and 77kids brands. During the fiscal year ended January 29, 2011 (fiscal 2010), it opened 34 new stores, consisting of 14 AE stores, 11 aerie stores and nine 77kids stores. During fiscal 2010, it remodeled 18 stores, including 17 AE stores and one aerie store.
The American Eagle Outfitters brand targets 15 to 25 year old men and women, achieving the perfect combination of American prep and fashion. Denim is the cornerstone of the American Eagle product assortment, which is complemented by other key categories, including sweaters, graphic t-shirts, fleece, outerwear and accessories. Though Abercombie and Fitch is sometimes considered a competitor of American Eagle, the merchandise offered by American Eagle is considered to be “retro/vintage” cost-efficient clothing, whereas Abercrombie & Fitch merchandise has become an internationally-known “near-luxury” line of clothing with “preppy”, high-grade & high-priced fashions, on the same level with that of companies such as the Polo Ralph Lauren company.
The retail price range of AEO jeans is usually between $39.50 to $49.50 , though some jeans are sold at $79.50 also. However, a majority of the jeans are being sold at discounted prices and the average achieved prices hover around $29.50 . Here is a look at some of their women’s denim jeans and it is interesting to see that most of the styles are either skinny or jeggings .
SKINNY JEAN : STYLE: 0436-7050
Product Details:
100% Cotton
Soft cotton denim
Low rise
Sexy skinny 13″ leg opening
Extreme rip & repair detailing
Bleach splatter details
Original price – $79.50. Currently discounted to $49.95
SKINNY JEAN : STYLE: 0436-7049
Product Details:
98% Cotton, 2% Spandex
Softest stretch cotton denim
Low rise
Sexy skinny 13″ leg opening
Five-pocket style
Extreme distressed detailing
Price : $79.59 . Currently discounted to $29.99
JEGGING : STYLE: 0431-7996
Product Details:
89% Cotton, 9% Elasterell-P, 2% Spandex
• Soft stretch cotton denim
• Fit like your favorite legging
• Low 7.75″ front rise
• Higher 13″ back rise
• Most fitted 10.75″ leg opening
Price- $49.59. Currently discounted to $29.99
SKINNY JEAN : STYLE: 0432-7994
Product Details:
98% Cotton, 2% Spandex
• Soft stretch cotton denim
• Low 8″ front rise
• Higher 13.25″ back rise
Slim through the hip and thigh
Skinny 12.75″ leg opening
Price – $49.50 . Currently discounted to $29.99
SKINNY JEAN : STYLE: 0432-7947
Product Details:
99% Cotton, 1% Spandex
• Softest stretch cotton denim
• Low 8″ front rise
• Higher 13.25″ back rise
• Slim through the hip and thigh
• Skinny 12.75″ leg opening
Medium antique denim wash
Whiskered details
Price – $39.50 .Currently discounted to $19.99
STRAIGHT JEAN – STYLE: 0435-7907
Product Details:
79% Cotton, 21% Elasterell-P
Soft stretchiest cotton denim
Low rise
Straight fit from knee down
Slim fit through the hips
15 1/2″ leg opening
Deep indigo denim wash
Price – $39.50 . Currently discounted to $19.99
FAVORITE BOYFRIEND JEAN : STYLEÂ 1432-7087
Product Details:
99% Cotton, 1% Spandex
Soft stretch cotton denim
Low 7.75″ front rise
Higher 13″ back rise
Easy through hips & thighs
Relaxed through the knee
20″ leg opening
Vintage medium dark wash
Fading and whiskering
Price – $39.50 . Currently discounted to $29.99
JEGGING ANKLEÂ Â : STYLE: 0431-7089
Product Details:
71% Cotton, 27% Polyester, 2% Spandex
Softest stretch cotton denim
Fit like your favorite legging
Sleek and slim
Most fitted 10.75″ leg opening
Slightly cropped calf length
Zipper detail at ankles
Horizontal seams at knees
Flap back pockets
Military cargo leg pockets
Price – $59.50. Currently discounted to $19.95
JEGGING ANKLE : STYLE: 0431-7114
Product Details:
69% Cotton, 29% Polyester, 2% Spandex
Soft stretch cotton denim
Sleek and slim
Sleek light grey wash
Belt loops, zip and button fly
Back flap-patch pockets
Flap cargo pockets at legs
Curved front and coin pockets
Most fitted 10.75″ leg opening
Price – $59.50 . Currently discounted to $19.95
And to stress the denim roots of American Eagle, here is a nice ‘Denim Song’ from AE.
Color denim is the flavour of the season. With a number of denim brands bringing out their own versions of color denims collections, Wrangler was not to be left behind. Wrangler launch a range of colored denim and shorts in time for the S/S 2011 season. Frayed denim shorts and skinny jeans are revived in this season’s sweetest shades of candy floss pink, lemon sherbet and baby blue .
Green is the signature color of the season, a flash of outdoors.The Field Jacket is SS11’s icon piece, washed-out and lightweight. Pair it with green cast denim for an authentic vintage look. Bright greens are bold on T-shir ts; more muted tones feature on dresses and leather jackets.
Colors – greens, purples, blues, whites, yellows, reds, faded blacks – star t out as deep primaries, but brighten into a comic book palette as summer heats up.
Diesel has launched a new collection marked ‘The Powder of Diesel’. The collection is inspired by the world of pigments in cosmetics – the blushes, eyeshadows, powders and more (ladies would know better..). Diesel wants to give these shades to their denim collection. With bright colors , light fabrics , jegging and other styles , it might just turn out to be a great selection for the summers for the girls ! Diesel took the color denim trend to the next level by adding a secret ingredient: powder.
“Don’t just be cool – be Powderfulâ€!!
What is Diesel + Powder ??
Well , what happens ladies when you get ready everyday using various cosmetics including powder.. If you are in a hurry or have butter fingers, some of the powdery cosmetics get sprayed all over yourself. The powder shines on the jeans or any other dress that you might be wearing. So ! , Diesel decided to do it on purpose to blend cosmetic references with latest innovations in fabric cut and styling. So you will find various colors of powders sprayed over these jeans and this should draw a lot of attention to you and your jeans !
What are the washes done on the Diesel Powder collection ?
Washing is the probably the most crucial element in this collection. So it was in place to see what kind of washes are being done .Here are some of the cool washes for the Diesel powder collection :
1)8Y4 WASH :
The 8Y4 “Sugar Goddess†is one of the star washes of the collection. The dark indigo fabric contains XLA cotton, a Lycra fiber that has been modifi ed to make it especially resistant. The denim undergoes several treatments – including dirty applications – before the all-important Powder of
Diesel pinkish effect is obtained by hand sponging with natural color pigments.
2) 65Z Wash
The 65Z “Glamarama†takes advantage of soft, superstretch lightweight denim fabric. A touch of “Powder†pink is added via manual localized sponging using natural pigments. A luminous effect is obtained by ironing
the denim in the final phase.
3) 8MZ Wash
The 8MZ “Splash of Talc†is another star wash, seen at its best advantage on the Matic fit. A 13 ounce base is softened with a number of complex manual treatments. A final press gives the fabric a luminous summer look. Localized sponging using oxidizing elements on pockets and hems adds further touches of light.
4) 8PT Wash
The 8MZ wash crops up again in a modified form in the 8PT “Dream
Stream†version, seen on the Nevy cut. It’s a broken and destroyed
variation, using a manually applied color spot treatment.
5) 8 NM Wash
Last but not least in this section is the 8NM “Blue Me Away†wash. A
clouded effect is achieved thanks to a combination of an initial sandpaper
treatment and an all-over manual spray treatment. This effect is highlighted by a bleach treatment .
These were some of the cool washes from Diesel on their powder collection . We will cover some more cool washes from Diesel shortly . So keep watching !!
Levi’s has started offering a new collection of jeans which consumes less water .
The logic behind this ?
Levi’s did a ‘Cradle to grave’ study for its 501 jeans and found that about 3480 ltrs of water in its entire lifetime !! . This is a phenomenol amount of water to be spent on a single pair of jeans . The majority of this water is spent by consumers during the washing process of jeans at their homes . Though Levi’s could not control the water that consumers use at their homes, it decided to use the ozone technology to wash its new collection so that it could save 28% of the water that is spent in finishing process.
The Result : A new collection of Jeans from Levi’s which
a)Will save about 10 ltrs of water per jeans .
b)Levi’s expects to sell about 1.5 million such pairs ie about 15-16 million ltrs of water saved.
Here is a very interesting video from Levi’s to explain their concept of water saved in this new collection.
However, though the intention of Levi’s is quite noble, the effort on its part will only save 0.3% of the water that is used in the life cycle of the jeans. The jeans manufacturing causes a lot of damage to the environment in terms of its entire production cycle from Cotton growing , to dyeing and weaving and finishing .There is a need to reduce the consumption of not only water but also energy, pesticides and to ensure that wastes are recycled . There needs to be developed a concerted campaign to draw attention to the damage that is being done and alternative technologies need to be developed for the same. Eg a number of companies are producing ozone washing machineries – which should be encouraged , lazer washing is another technology which saves a lot of ecological damage .
At consumer level , we need to make the people aware of the need to wash their clothes only when necessary and this applies to all clothes including denim jeans. Then only it might make some REAL impact on the environment.
The Guess men’s collection 2011 Spring / Summer takes its fashion influences from the rural Catskills area of upstate New York. The collection is dominated by casual-wear that takes fashion cues from vintage utility garments and modern silhouettes. The spring / summer deliveries are broken down into
Cape Heritage : Cape Heritage takes fashion cues from classic vintage Americana themes. The collection mixes casual wear with soft tailored contemporary pieces. Worn and over-washed fabrics take the stage when it comes to knits and denim giving an overall relaxed vibe to the delivery.
Brave New World : Brave New World introduces a combination of coastal and urban influences. Worn in and vintage age washes round out the collection .
There are some noticeable fabric , styling and wash trends in this Spring Summer denim collection 2011 from Guess . The most obvious are :
Coated denim fabrics being used in a number of styles
Chambray fabrics have been used both in shirtings and bottoms.
Double denim (denim top and bottom) are being supported in the collection indicating its continuance as a denim trend for the next couple of seasons.
Denim shorts for men are a major part of the collection.
Vintage and dark washes continue in all their glory.
The word ‘Heritage denim’ has been in vogue for a couple of seasons now. This report by Stylesight checks out the different brands who are exploring their heritage seriously and reviving it the form of reproduced lines .
Key denim brands have been undergoing a change over the last few seasons. First noticed at trade shows in early 2008 (as probably a knee-jerk reaction to the credit crunch and consumers refocusing on durability and quality), brands began looking into their archives and going back to their workwear roots for inspiration. No-nonsense vintage styling, tried and tested “can!t bust "em†craftsmanship and authentic branding reemerged in the denim market. Today, labels like Levi!s (for its LVC range) delve into extensive archives, while others are being more loose and conceptual with simple takes on what!s traditional and authentic. Either way, “heritage†remains the key denim buzzword.
Levi’s Vintage Clothing
Established in 1853 and making denim overalls since the 1870s, Levi’s® has a vast denim history. The jeans brand giant was one of the first to explore its heritage with its Levi!s Vintage Clothing (LVC) line in 1999, and has gone on to re-release many pieces from its expansive San Francisco archive. With 13 different evolutions from 1890 to today, the 501 range stands out as the core of the Levi’s® brand. Levi!s® meticulously reproduces hardware, trim, details, branding and packaging for this collection, and also uses its archive to provide heritage inspiration for the rest of the company’s lines.
Lee Jeans – Lee the Archives
Formed in 1889 by Henry David Lee as the Lee Mercantile Company at Salina, Kansas, Lee originally produced denim dungarees and jackets. In February 2009, after 120 years in business, Lee decided to explore its back catalog with the introduction of Lee, The Archives. Unique pieces like the mechanic!s “Union-Allâ€, invented by H.D. Lee in 1913, and the Original Lee House Mark Jelt Denim Work Jacket from the 40s comprise this range. The company has also introduced Lee 101, a more accessible range that focuses on trademark cuts, top-end fabrics and modernized historical details. The range repackages Lee!s rich heritage for the modern denim lover and has proved highly successful.
Wrangler – Blue Bell
In 1904, after buying several sewing machines, CC Hudson founded the Hudson Overall Company, which became a pioneer during the early years of workwear and later led to the Wrangler brand. In 1919, the name changed to Blue Bell Overall Company, after a railroad bell in the factory turned blue from indigo dust. In 1943, Hudson acquired the Casey Jones Work-Clothes Company and the rights to its barely used brand name, Wrangler. Over the years, Wrangler has revisited the “Blue Bell†name and logo for select lines. To celebrate the company!s history and archive, Wrangler launched a premium casualwear collection under the iconic name for Fall 09. The bell logo, branded buttons and classic details such as saw-tooth panels on shirts are key aspects of this high-end capsule.
Closed
Closed dates back to late seventies Italy, when it quickly captured the market with its now iconic pedal pusher jeans, which offered a significantly new idea at the time. Now a German-based jeanswear brand, the company has celebrated its rich heritage in recent years, re-featuring the iconic details and branding of its original success story. Closed!s discreetly angled (at 33º) “X Pocket†and its woven label flies are uniquely recognizable. Proud of its heritage, Closed remains a family-oriented enterprise with strong core values.
Stronghold
Stronghold jeans, the first denim workwear from Los Angeles and once main competitors of Levi!s, were originally produced by Brownstein, Newmark and Louis in the early 1900s. In 2004, Von Dutch veteran Michael Cassell and former North Beach Leather director Michael Paradise resurrected the 1895 Stronghold Jean Company, bringing back authentic, handmade denim. “Our reproduction of this classic brand celebrates old world workmanship, selvedge fabrics and original details, achieving a timeless style, fit and finish.†Pieces come in authentic workwear fabrics like duck canvas and railroad stripes, and focus on 100% authentic details and constructions.
Rising Sun
We often think of ourselves as actually working in the early 1900s with our 21st century minds intact.†In its own words, Rising Sun & Co.“handcrafts indigo clothing that captures the optimistic spirit of Americaâ€. Founded by Lucky Brand owner and former designer Mike Hodis, the Pasadena-based denim brand is all about craftsmanship, the rebirth of workwear, period-correct jeans and time-proven techniques. Expert craftsmen create selvedge organic and raw denim in-store on antique shuttle looms from the U.S.’s oldest denim mill, which is then sewn into garments on turn-of-the-century sewing machines.
Founded by denim genius Scott Morrison in 2004, Earnest Sewn was an early adopter of Japan!s purist attitude towards denim, integrating the wabi-sabi aesthetic (which translates to “the beauty of things imperfect, modest, and unconventionalâ€) with denim’s Americana past. The label!s “product sewn in earnest†ideology is dedicated to maintaining pride in its workmanship and commitment to authenticity. Overseen by three people from start to finish, each garment is designed, sewn and washed with a commitment to the way jeans were made in the Old West.
Guess introduced a spring collection that incorporates vintage American influences on which the Guess brand was built.
The women’s spring collection is broken down into two main stories: Traveling Faire and Wild Romance. Traveling Faire, the first of the spring deliveries, is built upon American classic vintage style combined with California chic. Some features :
Gypsy inspired stripes , florals and vintage washes.
Lightweight fabrics are used both for leggings and regular jeans.
Patchwork detailing ties into the bohemian styling influences.
Red and white colors can be seen .
Floral printed denim takes on a more important role.
Hi-waisted shorts and jeans are offered in a variety of pastel shades.
Siwy premium denim launched their Autumn/Winter 2010/2011 range experimenting with a number of flambuoyant washes and new fabrics . Siwy denim is only about 5 years old and was launched in 2005 .The female only brand infuses the LA-dominated denim category with a heavy dose of New York attitude and has been adorned by denim heads including Kate Moss, Sienna Miller , Nicole Richie and more .
Siwy’s Fall / Winter 2010 collection provides
Power trend cuts.
A wash spectrum that ranges from archival vintage to classic indigo
Usage of American and Italian power stretch denim.
From oversized fl are cut jeans (Anita) to signature acid ‘two tone’ bleached skinny’s .
The signature Siwy silhouette remains in the super skinny ‘Hannah’ jean, debuting a number of new fabrics and washes for AW10, including Vegetarian crushed leather and metallic print.
Here is the Guess Women’s Fall/ Holiday 2010 women’s denim look book which they have shared with us. The Men’s Fall / Holiday Look book can also be found here.
The fall 2010 collection fetaures Power Stretch Fabrications, Unique Washes, Fashion Silhouettes, and 80s and 90s Styling. Skinny jeans and leggings continue to be a strong trend and acid washes are used – reflecting their growing popularity. Fabric: Light Weight Power Stretch Denim is present in Dark Indigo, Coated qualities, and bleached out colors. Medium Weight Denims with comfort stretch and Stretch Corduroys are also included in the fashion assortment. Wash Finish: Stone Washed and Potassium Sprayed Indigo washes, Knee Fading and Whisker Detailing, Natural Worn looks, Foil Treatments on Denim, Tie-Dye Wash Techniques, Washes down shades of Grey and Black, Brush, Splatter and Spray Accents are all incorporated into the newest denim collection. Silhouette: The assortment centers around super slim legging / jegging fits. Detailing: Fashion Silhouettes get detailed with the following: Contrast piecing with fabric and leather, Power Shoulder Details, 80s Styling, Re-Constructed Seams, Zipper and Chain Detailing with Metal Fringe and Black Enamel Hardware Finishes, Faux-Fur Trim Detailing
Guess shared the men’s jeans fall/winter 2010 look book with us and here are the salient features of this collection.
The latest focus of men’s fall / holiday denim can be seen in fabric, wash finish, silhouette, and sophisticated detailing. Fabric: The biggest story in Mens Denim is that Raw is the new Coated. Both fabric directions play a key fashion trend thru the rest of the year in clean looks with a twist.
Wash Finish: Garment finishing gets lots of attention with emphasis on soft touch and special surface finishing from coating effects to subtle dimensional whiskers. Vintage wash looks continue to play an important role with attention to authentic wear detailing, and aged indigo casts.
Silhouette: Slim is the main focus with an additional focus in fashion silhouettes with: chino styling, twisted seams and darted detailing. GUESS continues to offer Straight Leg and Boot Cut silhouettes to rounds out the assortment.
Detailing: Heavy embellishments are Out….and IN are updated stitch details, using mixed stitch lengths, narrow double and triple needles, and varied thread gagues to create a new look for the standard 5 pkt silhouette. Guess Heritage plays a key role in packaging, with emphasis on the classic branding of the triangle.
The resulting ‘Denim Geek’, in both mid and lo-top versions, features a two-tone upper crafted out of indigo and bull denims, both 11oz in weight. The former was sourced by Diamandis for its subtle greenish hue, which marks it out from the reddish tint inherent to much mass-produced denim. To the rear is added the cinch that was prominent on denim pants from the 1870s through to World War 2, planted firmly in place with metal rivets, while laces thread through a central ‘belt loop’. A removable tag details the shoe’s specs, placed externally as was once the norm with jeans. In an unusual touch for a sneaker, it appears screen-printed on the insole. Ultimately, Diamandis wished to create a shoe that will age and wear according to how the wearer lives, just as his beloved raw denim jeans do: 
