Cult Denim

Cult-status jeans are still high in demand and denim lovers are constantly seeking the 'hot new jean' that embraces the zeitgeist. So far this year, the skinny jean has made its way back to the forefront of denim fashion, and new jean companies are ferociously competitive in offering (pushing?) to consumers what to them defines the cutting-edge jean. Or perhaps it is the pr companies behind the brand that are placing the jeans in clever editorial and have them worn by the 'right' people.

So what defines the 'it' jean, and how does a pair of simple, cotton jeans, get to be augmented to cult status that people are willing to pay premium prices for what is essentially an inexpensive garment to produce? Sure, hand-stitching, hand-washing, swarovski crystal embossing, wear & tear signs and patchwork can all make a jean more interesting (and expensive) but at the end of the day it's just another pair of jeans. Not rocket science, no?

Not according to the new denim companies that are cropping up faster than you can say Levi's. Paper Denim and Seven Jeans may prove tough competition with their foothold on the market, but newer companies such as Grass from LA (the grass apparently is greener...) and Salt works jeans from New York (clean, contemporary lines for a fabulous fit) are two new denim companies taking the UK by storm and are much more interesting in their philosophies and styles. Multi-mass brands are not interesting to connoisseur denim buyers, who want a jean that is not on everybody else's behind, so to speak.

Once a denim brand gets a few upmarket boutiques as stockists and has celebrities cooing over the new 'it' jean, the rest of the world is apt to follow. That is exactly what happened with Grass jeans. Last year, a pair was spotted on Uma Thurman and Jennifer Anistan, and next minute Barney's and Fred Segal are buying them up en masse. So too, Salt jeans was set up by four guys who worked in the denim industry and between them have over 15 years experience in producing jeans.

Rumour has it that Earnest Sewn, another New York-based denim brand is opening up a bespoke denim shop in the Meatpacking District. There, you will be able to choose your own fit, wash, length and anything else to make your jeans unique.

Other will soon follow, no doubt.