UK Independents saved by the width of their jeans

In a recent retail trade survey held by Emap Drapers Record, UK Independents said the shift from bootleg jeans to narrow skinny styles boosted trade and kept sales healthy. According to those surveyed, the availability of cheaper fashion tops, dresses and jewellery on the high street has resulted in slower sales of branded options. However, when it comes to jeans, bags and shoes, brands continue to drive trend-led sales.

Skinny jeans and slim-fit silhouettes will continue to boost sales for Spring, although many retailers are introducing colours such as white and black to move the trend forward.

25 January 2006

Body-what-trics?

A new phenomenon is taking over the denim world and like anything state of the art, the Bodymetrics rage has the name to match. What is it? A pod that you step into for a mere 8 seconds during which your body will be scanned for your precise measurements. These will be used to create a perfect-fit bespoke pair of jeans.

You have a choice between Bodymetrics Bespoke, Tristan Weber or Serfontaine designs and can also decide which cut, wash, leg width and rise you want. After about two to four weeks the jeans will arrive on your doorstep per post. And the great thing is that you can re-order your jeans in different colours and cuts, because your measurements will be saved. So visit Selfridges' second floor or Bon Marché in Paris for your mind-blowingly perfect pair.

www.bodymetrics.com
19 January 2006

Siena Miller new face of Pepe Jeans

Actress Sienna Miller has been chosen as the new face of Pepe Jeans London. Until now, Miller was more famous for being Jude Law's beautiful, cuckolded fiancée than for any skills on her part. But with a new movie, Casanova, out and this recent coup, Miller's star is on the rise.

She will make her debut for the Madrid-based company this spring and has signed a contract for two years. “We wanted a strong, positive, female British figure to head the advertising campaign, and we strongly believe the choice of Sienna Miller was the right one,” said Carlos Ortega, managing director of Pepe, in a statement. The first ads were shot by photographers Mikael Jansson and Karl Templer in Paradise Cove, California and will appear in print in March.

www.pepejeans.com
11 January 2006

True Religion sees sales grow

US jeans company True Religion Apparel has reported sales and net income increases for the third quarter and has adjusted its outlook upwards. Net income for the quarter grew to $7.7 million (£4.4 million) from $954,000 last year. Net sales climbed to $35.0 million, up from $7.4 million last year.

“Our average sales per door in the US increased by 30 percent compared to the prior quarter, fuelled by strong sales of both denim and non-denim products,” said president and chief executive Jeff Lubell. “Our international business remains very healthy and was responsible for nearly half of our total revenues in the third quarter. We believe we have a considerable opportunity to increase our penetration among our existing country distributors as well as expand our door count into additional countries over the next several quarters.”

The company expects sales for the fourth quarter of between $24.5 million and $26 million. Net sales for the full year are expected to reach between $102 million and $103 million.

Design your own jeans

It's time to get creative and design your own jeans with mejeans. This website allows you to customize your jeans in detail. Whether it be the style (classic, slim, relaxed, boot cut, etc.), the fabric, number of belt loops, fly style (zipper, button, lace-up, etc.), stitch colour, number and style of pockets, accents, frays, and much more.

Not only that, but the site also ensures a near perfect fit with a dozen different measurements. And once you've ordered your first pair, the site remembers all your measurements and specifications for the next time. Of course, this means not gaining any weight! A pair of jeans ranges in price from $90 (£51) for a basic pair to $150 for an embellished one. Shipping is free of charge.

www.mejeans.com
20 October 2005

Jeans with a purpose

Once in a while someone will recognize the importance of a cultural icon and use it for the greater good. This is what Daniel Feuer, president of new Canadian made-to-measure jeanswear label UJeans, has done. Recently, the company received the permission of the Canadian Red Cross to use its insignia on two pairs of made-to-measure jeans, which are currently being auctioned on eBay. The proceeds will go to the victims of Hurricane Katrina.

“We at UJeans wish to express our sorrow over the destruction and the loss of life caused by Hurricane Katrina along the Gulf Coast,” said Feuer in a statement. “People can help by either donating directly to the Red Cross Hurricane Katrina Response Fund or by participating in our charitable on-line auction.” The auction on eBay started on Friday, 30 September and will continue for 10 days.

www.ujeans.com
3 October 2005

Lee supports cancer research

Lee Jeans is celebrating the 10 th anniversary of its programme which promotes the wearing of jeans to work by it employees in exchange for a $5 donation to the Susan G. Kromen Breast Cancer Foundation. The money goes to breast cancer research, education, screening and treatment programmes.

“There is still time to sign up and participate in the 10-year anniversary of Lee National Denim Day. The next two weeks are very important to this programme because it is during this time that companies are engaging employees in activities and spreading the life-saving message of early detection,” said Kathy Collins, vice president of marketing and communications for Lee Jeans. Last year over 27,500 companies contributed to raise $8.5 million in one day. The goal this year is to raise $10 million in one day. Lee National Day was founded in 1996 and has raised more than $52 million for breast cancer programmes.

www.lee.com
29 September 2005

Evisu to open Savile Row shop

The hip denim label Evisu will be opening a boutique on 9 Savile Row on 15 September. The Japanese brand is planning to offer bespoke tailoring in its new boutique. Evisu's founder and tailor/designer Hidehiko Yamane, a trained tailor who has always been obsessed by denim, launched the brand in 1991.

For his new Savile Row boutique he plans to start offering customers a full bespoke service, working with Airey and Wheeler, the label that has been supplying to the Foreign Office, Civil Service and the Military since it 1883. Airey and Wheeler are the previous occupants of the space now used by Evisu, so the connection is quite logical. The boutique will, however, also offer the full Evisu range, including rare items from Japan .

www.evisu.com
7 September 2005

Jeanswear explosion

The growth in popularity of denim over the past five years is undeniable. In the year ended 30 June, sales in American women's jeans climbed 10 percent to $6.76 million, according to research by American market research firm NPD Group. And according to a recent online survey of 876 women by BizRate Research, half the women have worn jeans to work.

As a result new jeans brands are popping up like mushrooms. The brands that are most successful are the ones that can establish an emotional bond with the consumer, chief analyst for NPD, Marshal Cohen, tells WWD. Some financial experts believe that the large amount of brands will lead to consolidation in manufacturing, especially for premium denim, which makes up the smallest part of the jeans market but causes the most hype.

30 August 2005

True Religion closes down counterfeit retailer

True Religion Apparel Inc has announced that it is closing down a clothing retailer in the northeast of the US for selling counterfeit True Religion brand jeans.

The US company assumed a pro-active approach to the selling of counterfeit or diverted True Religion Apparel Inc. products and launched an investigation. The firm enlisted the help of investigators, local police and lawyers to close down and prosecute clothing retailers, jobbers, street vendors, importers and online vendors that sell counterfeit True Religion products in the US or overseas.

"True Religion Apparel is taking an aggressive stance to protect our trademark and other intellectual properties," said Jeff Lubell, True Religion Apparel's President and Chief Executive Officer. Our brand is extremely important to the value of our business and we will work hard to protect it against those who infringe upon our company. It is our mission to ensure that our products are sold only by our authorized dealers and that our customers receive authentic True Religion goods of the highest quality and fit."

True Religion - a brand that is well-loved by celebrities - distributes and sells "True Religion Brand Jeans" through its wholly owned subsidiary Guru Denim in the US, the UK, Europe, Mexico and Japan.

The jeans are available at upmarket stores in the US like Neiman Marcus, Saks Fifth Avenu, Ron Herman, Henri Bendel, Bloomingdales, Nordstrom and Barneys and a further 500 fashion boutiques throughout the US and Canada. The brand can also be found at high end stores in Japan like Isetan and Barneys Japan. In the UK, True Religion Brand Jeans are sold at stores like Selfridges, Harrods and Harvey Nichols and in other fine clothes stores.

www.truereligionbrandjeans.com
27 June 2005

London Loves Salt

New York denim company Salt Works Jeans are set to take London by storm. The contemporary denim styles are super slick and clean, without the fake rips, tears, and creases so many brands aspire to. In fact, Salt jeans are the antithesis of the intentional destroy look. Think more the Jil Sander of denim, and you'll get an idea as to how they fit.

The subtle branding makes wearing the jeans even more delicious, as only a denim connoisseur will recognise them. The women's styles can be found at The Cross in Notting Hill and the men's at Diverse in Islington.

14 June 2005

It's All About Black Jeans

Rock & roll is here again as the color black seeps its way back into fashion, and black denim follows. For autumn, the key to cool denim is to trade in your blue jeans for black. Forget about premium denim, and keeping up with the hot new jean, as it's practically a full time job staying on top of all the new denim lines and brands. If you're after something new, it's all about black denim, and it doesn't matter (so much) as to who designed them, as long as they're black.

Putting on a pair of black jeans with a white shirt evokes the mood that's back in fashion. The sweet, lady-like looks of the last two seasons are definitely making way for something with more substance and more grit. What is definite is that some of our favourite designers are giving us black denim and we forecast black jeans becoming a new staple going forward.

The impending black denim craze is not just of the rock & roll variety. From Slab by Rick Owens, there's a murky pigmented version for men that hangs baggy-style off the butt. If you can score a pair (they're hot property), it's a great, understated urban uniform. Owens is also launching Dark Shadow, a new denim line, later this year, and we forecast the appearance of more black denim there. Nice Collective has a super-soft version with maximum seams, zippers, and suspenders.

Helmut Lang's come with sailor buttons and are engineered like his long-standing popular plain fit jeans. But the bulk of black jeans we're seeing do have a rock edge, and they're cut skinny. Cloak calls their cultish version the Skinny jean; it hangs off the butt and snatches the leg for an awesome new fit. Nicolas Andreas Taralis' selection at Surface to Air comes scoffed up with little holes and are cut slim, as are the ones from Surface to Air's own Estuay line. Slim is the mantra at Balenciaga and Hedi Slimane for Dior Homme; both have silhouette-elongating versions. Raf Simons' choice comes closest to the Lip Service ones, cinched and perfect for going to the latest Bloc Party or Queens of Noize gig.

If anything, black jeans make for something rebellious and make the blue-jean-high-heel wearing girl seem, well, just plain boring.

20 May 2005

True Religion launches site

Denim and apparel brand, True Religion Apparel Inc has announced the launch of its new website. The new site is packed with information on where to find the brand in the US and which distributors carry it outside the US.

The True Religion products are separated into different segments - men, women and children - and the entire product line is showcased. Items include denim jeans, jackets, skirts, corduroys and tops. A selection of the collection is available for purchase on line. Orders are fulfilled by OneStop Internet Inc. of Los Angeles.

Jeffrey Lubell, Chairman and Chief Executive Officer of True Religion Apparel Inc. said: "We are pleased with the rollout of our new website. This enhanced site will allow those customers not living near one of our retailers to purchase True Religion Brand Jeans online. The content, layout, and design of the website will provide our customer with an exciting opportunity to view our line and is yet another reinforcement of the strength of our overall brand."

Press excerpts about the company can be viewed on line and is constantly updated. There is also an investor relations service on the site and a press releases section.

True Religion Apparel Inc is a wholly owned subsidiary of Guru Denim Inc, which manufactures, market, distributes and sells "True Religion Brand Jeans" in the US, Canada, the UK, Europe, Australia and Japan. The brand is available in upmarket department stores in the US like Henri Bendel, Neiman Marcus, Saks Fifth Avenue, Nordstrom and Barneys and in about 300 boutiques in the US and Canada. In the UK True Religion Apparel Inc is available in Selfridges, Harrods and Harvey Nichols, among others.

www.truereligionbrandjeans.com
19 May 2005

Seven For All Mankind Focus On Expansion

Los Angeles has produced some of the most profitable denim brands to date, and Seven For All Mankind is no exception. The premium denim company is now set to expand into more fashion and lifestyle territory, aiming to introduce new ranges such as more fashion products, accessories, even a perfume.

The company's newly appointed chief executive, Andreas Kurz, who previously worked with Italian jean conglomerate Diesel, has stated that Seven for next season will introduce tops, knitwear and jackets.

He further added that by the end of the year shoes, bags and belts will be part of the range also. Prices will be in line with the current strategy. "You can't sell a pair of jeans for £200 and sit a pair of £65 shoes alongside."

Seven is due to complete its lifestyle portfolio with a line of fragrances and a move into retail. A flagship store in the US is also part of a five-year plan. Growth will be partially funded by Bear Stearns Merchant Banking, which acquired 50% of the company in a deal completed on March 4.

Kurz said collaborations with designers, architects and mucicians will keep the brand innovative and will "maintain the hype." The brand is further expected to keep its UK wholesale as is - maintaining its 250 womenswear accounts and 100 in menswear, in a bid to retain exclusivity.

5 May 2005

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.

www.swjeans.com
22 April 2005

Everyone's a denim designer

The amount of new jeans brands to hit the market each year is explosive. Everyone appears to be a designer these days, from bona fide fashion designers, to rock stars and even hairdressers. According to WWD the mushroom effect of jeans labels popping up is "symptomatic of the trendiness of launching such companies".

The problem with such an abundance of choice is exactly that. The greater the choice, the greater the confusion and indecision. Therefore, WWD has offered its readers a few choice brands that offer the best in terms of up-market jeans wear for the future.

First on the list is the brand Siwy, which appears to be quite like any other expensive jeans brand. However, Siwy stands out because it is made for women with curves. Tulip shaped pockets on the back offer a maximum butt-lifting effect and the waist-line is low but not obnoxiously so. Siwy is launching with a small range this spring.

The brand 1921 is all about vintage denim aesthetics. Designed by experienced denim designer Allan Kemp, 1921 jeans are manufactured in Canada and every detail is copied from vintage sources and applied to the modern shape. The material of the more distressed models is super soft in a manner that can only be achieved with age. The company, however, is only three seasons old.

Meli-Melo represents a completely different approach to design. Co-founder Michael Muellerleile said: "I think you can see that we're a different kind of denim label just in the fact that our signature style is a trouser cut. The look is very dressed-up, and there are a lot of high-end details, like the imported silk lining on the waistband, that you won't see anywhere else." The brand's designer, Renee McCracken, appears to be developing and expanding the idea of denim to include a broader sportswear market.

When it comes to denim there is no shortage of styles, washings and cuts. The large number of competing brands is always looking for ways to improve this iconic item of clothing for an increasingly discerning public. After all, we all know not everyone looks good in a pair of 501s.

29 March 2005

Paige premium jeans

Paige Adams-Geller possesses the perfect bottom. As the favourite fitting model for some of the world's best-known jeans labels, over the years she has got to know exactly what makes a good pair of jeans. So it was only a matter of time before Paige Premium Denim was born.

Her devotion to providing the best fit benefits from her unique expertise. With ultra-feminine shapes designed to elongate, lift and slim, in all the right places, the only dilemma you'll be faced with is which pair you'll love the most. With 14 styles for spring, Paige Premium jeans are light weight denims with vintage washes and each pair is named after an area of LA. Available exclusively at Harvey Nichols.

11 March 2005

London Denim goes Italian

The British jeans retailer London Denim has entered the Italian market with successful results. It has forecast sales of over GBP100.000 for the first season.

The London-based company, which is owned by Simon King, designs jeans and runs boutiques. The company received assistance for its Italian venture from the government organisation UK Trade & Investment. The organisation's purpose is to assist British companies is conducting business abroad. The international trade team in Milan helped London Denim to identify Italian sales agents. A number of product samples of the brand's jeans were shown in July of this year and Simon King picked Marco Rigoni to sell his women's and men's wear collections to exclusive boutiques.

The UK Trade & Investment team has also helped London Denim enter the Japanese market. Currently, London Denim is available in 50 boutiques across Japan. Its first year saw sales worth GBP500.000.

www.londondenim.com
30 November 2004

School bans revealing jeans

The headmaster of an Italian school has banned the wear of jeans that reveal the buttocks. Headmaster Angelo Bernardini of Vitruvio Pollione high school in Avezzano told reporters that the indecent exposure caused by sitting down in the jeans had led to suggestive remarks at the school. He thought the underwear-revealing jeans were vulgar and inappropriate.

Renzo Rosso, founder of Italian jeans brand, Diesel, agreed with the headmaster that the display of the triangle of a G-string from under the jeans was vulgar. However, he told reporters that a small glimpse of underwear elastic, as is often the case with boys wearing low-hanging baggy jeans, was merely a little innocent provocation.

13 October 2004

Yanuk Launch Men's Jeans

The jeans responsible for lifting the rears and spirits of thousands of female customers gets a spring launch for men. There is a loose-fit boot-leg called the classic, and a leaner sexier slimmer jean. Cut is key, but washes are not forgotten and are available in super-soft destroyed denim, 10 wash and grey ringspun 12 oz denim. Sounds delicious.

27 July 2004

Pepe Restructuring hits Sales

Sales at Pepe Jeans London were down 44 per cent to GBP2.8 million for the year ended March 31 2003.

Pre-tax losses rose from GBP25,000 to GBP1,1m for the same period. UK managing director Terry Pearman stated the restructuring of the business, including the opening of standalone stores and culling of wholesale accounts to move the brand upmarket, had affected sales and profits. He added that he expected Pepe UK to return to profitability in March 2005.

19 February 2004

Lee Makes UK Retail Debut In Carnaby Street

Denim brand Lee has opened its first UK store in London's Carnaby Street. The outlet sells men's and women's wear from two floors and has an industrial theme, with exposed ceilings and furniture made from untreated steel and concrete. Still providing one of the best cut in jeans, the store is already proving to be a success.

9 December 2003

It's In The Jeans

If you thought that fantastic pair of jeans you bought last season deserved the crown for the best in denim innovation, think again. A new breed of jeans designers have yet again hit the shelves, claiming the best cuts, the best washes, and most importantly the sexiest fit.

Gone are the days when a owning a pair of 501's was enough to fulfil your denim wardrobe. These days you have to own a front creased and washed jean (Citizens of Humanity) for a nonchalant trendy look, a straight-leg in ultra-soft denim (Paper Denim) for comfort and leg-elongation, the cool jean (Rogan, Religious Jeans) for uber coolness, where knowing where to buy them is a cool act in itself. And last, but not least, the fashion jean (Dior, YSL), for the ultimate in denim decadence. If any of these aren't good enough, you are surely one of the few to have them imported directly from Japan.

So, on a mission to find out which brand where to replace my 6-month old jeans, I took a Saturday off and went to Harvey Nichols, to Selfridges, to Jones, to Koh Samui, to Diesel, to Browns, to H&M and to Yves Saint Laurent. Having been inside many a London changing room on a weekend was a very brave endeavour indeed, and what foremost became apparent was that a buying a new pair of jeans is not only a matter of logistics and fits, it is also an economic issue as it's going to set you back a good two hundred pounds. Knowing what a meter of denim fabric costs at wholesale, it's a scary thought that the consumer is ready to fork out astronomical sums for that perfect pair of jeans.

And, that is what it's all about. Finding the perfect jeans for you. Having tried on at least 15 different brands of what are all slated as the "now jean" I have come to trust my instinct and know what is going to give my legs and bottom that look of perfection. While some of my taller contemporaries will look fabulous in a Citizens of Humanity boot cut creased jean (GBP175), my short legs could not carry off the look. Next I realized that a darker washed and skater cut Rogan jean (GBP245) was too casual a look for me and I felt drowned in the denim when I looked in the mirror.

Finally, it was deciding between a low-rise straight-leg in a dark wash by Diesel (GBP105) or Yves Saint Laurent, a front creased, skinny leg (note: not spray-on) in the best of blue (GBP219). Skinny-leg trousers being a fashion must-have, I choose YSL. I thought they looked great with a jacket, or worn simply with a white t-shirt. And as thrilled as I was with my purchase and finding a great pair of jeans, there is always room for fulfillment in the fashion sense, and sad but true, I am tempted to get in touch with my Tokyo friends, for the ultimate must-have in desirable denim. As long as they don't make it to the London shops, I'll be happy.

Don-Alvin Adegeest
27 October 2003

True Religion Distribution

US jeans brand True Religion Apparel has appointed Massimo Cavallari for the exclusive distribution of True Religion Brand Jeans in Italy, Germany and Spain. Mr Cavallari is head of Italian distribution company Savona 7 Intercompany.

September 16 2003

USC predicts £7m upward trend

USC, the fast-growing Scottish fashion retailer, is projecting turnover for the current year of £100m and profit of up to £7m. Angus Morrison, the company's co-founder, said USC's core customers - 15- to 24-year-olds - are expected to grow in numbers by about 6% up until 2006.

"There is huge potential for growth," said Morrison. "Around 61m pairs of jeans were sold in the UK last year," as was quoted in the Sunday Times. Brands on USC's rails include Burberry, Lacoste, Henri Lloyd, Diesel, DKNY, FCUK and Firetrap.

Morrison and David Douglas set up USC, formerly known as United Sports Corporation, in 1989 and quickly spotted what they considered a gap in the market for "fusion fashion". Morrison had been a sportswear retailer in Edinburgh's Waverley market and Douglas, a fashion agent, had been operating a shop in Falkirk.

USC started as one shop in Edinburgh and by the end of this year it will have 40 outlets across Britain, including flagship stores in Glasgow's Buchanan Street and Edinburgh's Princes Street. It now employs 1,200 staff.

12 August 2003

Edwin to Launch in UK

Cult Japanese denim brand Edwin is launching across the UK for spring 04. The label, which has been sold exclusively by Selfridges for three seasons, is looking for forty top end streetwear stockists.

"We're coming in at a price level that will sit comfortably alongside the likes of Evisu," said UK sales agent Simone Ricciardi. "It's important for us to get a good balance between independents and the department stores like Selfridges," she added.

The collection is divided into two ranges with the high end premium range priced at wholesale from GBP40 to 80 and its basic range, available for short order, priced from GBP 25 to 67.

22 July 2003

Evisu Goes Conceptual

Trendsetting denim brand Evisu is joining forces with Italian laundry Martelli in a new conceptual jeans collection. The 20 piece European range, called Triple E, was presented yesterday at Pitti, Florence, and saw dyed garments, washed, treated and finished by Martelli. Retail prices will be GBP 150 to 200 for jeans and GBP 70 for T-shirts.

13 June 2003

Jeans Galore!

With so many jeans labels on the market, how do you choose the right jean? My answer, just follow the models, celebrities and capital's fashionistas for inspiration. As seen donned on the Notting Hill set and EC1 cool, Seven jeans (now appropriately called For All Mankind since another company claims stature to their name) is the brand to wear at the moment. I tried a pair on at Harvey Nichols, but for GBP 140 didn't think the boot-cut fit was right for me. Instead I opted for a low waisted, straight leg fit from Pringle. My friend suggested I try Paper denim, but my size was sold out across London.

Straight out of the jean tomb is the resurrection of Lee jeans, who have some glorious cuts both for men and women. And, starting at GBP 45, are much friendlier on the purse than the new kid on the block Habituals jeans, as was recently spotted on Jennifer Lopez. For ultra hip try Ingenue, Citizens of Humanity, or Buckler (for men, available at Selfridges), or anything vintage.

Whatever the style, low waist, high-rise, floor-skimming, super tight, or cropped, make certain it's a shape that suits your style and perks your features, rather than add to them in that non-discreet way.

<cursief> Ingenue (enquiries: 0870 0434083)

May 2, 2003

Stay young, wear jeans

After the launch of slimming jeans late last year, now there comes another great invention: jeans that keep you young. A Japanese man, called Teijin Wow, created this new wonder. He produces jeans impregnated with arginine, an amino acid said to keep the skin youthful. Fatty acids in the fabric used to make the jeans, developed by Teijin Wow, also moisturise, smell nice (who needs perfume anyways?) and fight bacteria.

The Japanese are already loving the new trousers. It's not known whether the jeans will hit Europe any time soon, but there already are some new plans for the future: "Next spring we are going to increase the number of styles and start sales of shirts," said Takashi Taketomi, manager of the company. Let's wait and see…

February 7, 2003

Hip-hugging jeans: sexy, but hazardous

A Canadian doctor last Wednesday issued a warning about the hazard of wearing low-slung jeans after three women complained of experiencing "tingly thighs" from a pinched nerve. Dr. Malvinder Parmar, of the Timmins and District Hospital in Ontario, said “low-rise” trousers are not suitable for heavy women as they squeeze a sensory nerve, which can cause pain, while wearing them with belts can press close to the spine.

"All (three patients) presented with symptoms of tingling or a burning sensation on the lateral aspect of the thigh," the doctor said in a report published in the Canadian Medical Association Journal.He explained a sensory nerve passes just beneath the hip and when the nerve gets compressed "it can cause a tingling sensation similar to carpal tunnel syndrome".

"If the belt is up close to the belly button or the mid-region, then you don't have that much tightness around that area," he added. Dr Parmar advised the women to switch to baggy jeans and said after six weeks the discomfort had gone. He predicted the problem could become common as more and more people change to that style of jeans.

January 10, 2003

Cheap jeans beat designer ones again

Makers of designer label jeans will be disappointed to learn of new consumer tests in the United Stated that rated a pair of basic blue jeans as "best
fit" among two dozen major brands.

The $11 Faded Glory's jeans, sold at the US leading supermarket chain Wal-Mart, were named the most comfortable. The jeans were picked out of the 24 brands tested by consumers and industry experts. In the test criteria were used such as fit, size variation, softness against the skin, and shrinkage. The jeans with the rather ambiguous name were picked ahead of brands that commonly retail for up to $50.

The findings mirror similar research in the UK, which earlier this year named £8 George at Asda jeans as being better quality than designer labels costing up to seven times as much.

www.fadedglory.com
www.walmart.com

08-08-02