The company was started by Michael Glasser, Peter Koral, and Jerome Dahn in 2000 and based out of LA. The company’s first foray into this market was to design jeans until the fall of 2002 when it introduced its first men’s line of jeans. From this point, the company continued to expand; in 2005 it launched its Children’s Denim Collection for both boys and girls. In 2007 the company was purchased by VF Corporation, an American clothing corporation that also owns Wrangler, Lee Jeans, Nautica, and The North Face.
Jerome Dahn and Michael Glasser had both been involved in clothing design and denim purchasing. They had the idea to begin their company based on what they say was a gap in the market of some manufacturers. The other jeans companies were not currently filling all the niches. There had not been any focus in the United States market for over 20 years when Koral, Dahn and Glasser first began their company. As a result, they were immediately a hit and achieved cult status rather quickly.
The appeal was a whole package deal. Women loved the fit, the washes, the logo and the attention to detail. Their denim lines tend to be rather tight on the clientele and they have a fairly low rise to them. Some are distressed, which means that when they are manufactured, they are ‘aged’ , that is to say, holes or rips are produced so as to make the product appear vintage. Because the headquarters are in Los Angeles, they appear to be very hip and trendy and is often spotted on celebrities.
Most of their jeans have a signature embroidery design on them. For example, there is a signature logo that the company uses; this logo appears on both their womens bootcut jeans, their women's low-rise jeans, and wide leg, just to name. The variety in the washes also appeals to the customers. The washes of their denimmix up different fabrics, colors and finishing techniques to create unique products.
The company continues to expand to this day. In 2006 the company introduced a full apparel line beyond their jeans for men and women. This line includes outwear, sportswear, dresses and shirts. They also offer other clothing items such as skirts, denim jackets, and shorts. By 2009, the company had expanded to more than 35 locations worldwide, including 18 in the US. The company hopes to double their womens denim business by 2010.
All in all, Dahn and Glasser demonstrated business and fashion acumen in their decision to strike out as pioneer. The success of the company in the jean market clearly demonstrates this.
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