Word: denim
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...deemed the harbingers of the low-rise trend, have had to make way for those made by Seven, the ultimate insider jeans, with a discreet label, no advertising and a monthly production limited to 100,000 pairs. Then there are dozens of little labels: Miss Sixty, Juicy Jeans, Paper Denim. "It's a wild thing from a fashion standpoint to keep up with this," says Robert Burke, senior fashion director at Bergdorf Goodman. "Consumers move on with these brands very quickly. It's become a huge business for everyone...
...hippest purveyor of premium jeans these days is Diesel, an Italian brand that was selling $100-plus jeans back when people were predicting denim's demise. Diesel now offers 25 cuts and 100 washes. "Jeans are like a second skin," says Maurizio Marchiori, Diesel's U.S. head of marketing. "You can be comfortable and individual at the same time. They'll never...
Levi's, initially caught with its pants down by the denim developments, is now making extremely limited-run jeans, mimicking those in its archive. One style, called Rose Bowl, is copied from a pair of 1933 jeans found at a Rose Bowl flea market. Another, Picket Sign, replicates a pair of '30s jeans down to the paint spatters. Some styles will have manufacturing runs of as few as 50 pairs. Both Levi's and Diesel have opened high-end specialized stores. Diesel will launder its $200 jeans free to maintain the color. New Levi's arrive every six to eight...
...metropolitan craze. Now they've spread to every corner." Their resurgence was probably boosted by Carrie Bradshaw, Sarah Jessica Parker's Sex in the City character, who clops around Manhattan in them. They also complement this season's '70s-inspired bohemian chic, marked by peasant blouses and worn-out denim. This year there's a sexy high-heeled variation named the Sassy joining the sleek Original and 1998's chunkier Super. In addition to the old primary colors, straps come in hot pink, turquoise and silver. And the sandals are still affordable: all three models range from...
This spring Nike will roll out Visi Mazy, a sling-back in woven fabric, available in "lime chill" and "midnight navy." It will compete against a line that Skechers is developing in denim and a sneaker from Puma created by the Japanese designer Yasuhiro Mihara. As Tony Bartone, Puma's director of brand management, promises, "These will not be found at Athlete's Foot." Which is exactly why the women's market could prove to be supremely profitable...