A Primer for Denim Lovers

Sharon Bridbord | Staff Writer

3:55 PM EST, October 27, 2003

These are not your cowboy's jeans; this quintessential American basic has evolved into a fashionista's staple.

This denim craze can be attributed to both the popularization of casual lifestyle dressing as well as the L.A. contemporary market becoming a dictating force in fashion trends.

Designer jeans now retail for an average $150 (steep for a pair of dungarees), making them more of an investment then an impulse buy. The designer market for jeans has turned into a competitive field filled with different fits and styles that can make anyone dizzy without a guide.

Here are a couple of current "it" brands.

-AG- Founded by Adriano Goldschmied, one of the fathers of the jean industry; he has been designing since 1970. Goldschmied contributed to the direction of Diesel jean line during its height in the 1990's; that was when Diesel spereheaded the denim jeans craze by marketing these Italian designer jeans into the mainstream market. AGs offer a lowrise look that fit the more full-figured woman's body, while making one look slimmer--a must in a denim wardrobe.

-Blue Cult- great for curvaceous types, these jeans fit low on the waist and have bigger pockets (making your behind look smaller -- a welcome styling trick). Gwyneth Paltrow put these jeans on the map by being photographed in them--her favorite is the front-pocket style.

-Chip and Pepper- Canadian twins who made a name with their Golf Punk Shop in L.A. have recently entered the denim market with launching their Sorority jeans that have been blowing out of Barney's.

-Habitual- Created by a former fashion editor and construction worker, these worn looks come in styles that range from slim fit to cargo jeans.

-Hudson-have a wide range of stretchy jeans, best known for creating the cargo look. They flatter the more full- figured woman. A newcomer to the denim market, this is an up-and-coming brand.

-Paper Denim and Cloth- This slim-fitting jean is developing a niche for itself in a saturated market. The company's Japanese denim has unusual texture. The Black Label Program the company is developing will be a limited edition line available this month, with five styles limited to 300 pair. Talk about exclusive: You can only purchase these jeans via a hidden link on the Paper Denim and Cloth web site, and purchases will be limited to three pair per person.

-Levis- do not forget the classic American jean company. They have developed a program that allows you to purchase jeans that have been customized to fit you. This is becoming a poplar alternative to off-the-rack jeans from the Gap.

-Rock and Republic- very low waist, look great on skinny tall people---the rock stars' choice.

-Seven- brought the denim craze into full frontal view last season, by becoming the "it" jean, but with the fast moving market they might soon be pegged as yesterday's look. Still, fashionistas swear by their slim-fitting sleek look ; they make almost anyone look like a superstar.

-True Religion- these dark rinsed jeans have strategically placed mini tears all over them. They start at $175 a pair; at this price, the tears are more of an added accessory than a rip.

When creating a jean wardrobe remember day into evening looks. In the daytime, choose something more casual-- like a pair of denim cargo jeans. Evenings, you'll want something more classic and sleek to go with a sexy/fun top.

Stores that carry these high-end designer jeans in New York are Scoop, Bergdorf Goodman, Barney's New York, Saks Fifth Avenue, and other specialty stores.

Web sites to check out for hot new denim looks: www.houseofstyle.com and www.goclothing.com.