Designer Q & A - LoFli
1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
- They are multi-purpose and hard-wearing, suitable both as casual-wear and evening-wear.
2) Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?
- Lofli only uses the highest grade denim cloth, unique dark washes, and a fabulous fit on the female form, offering both comfort and a flattering outline that is unparalleled in the industry today.
3) Who do you imagine is a typical customer?
- Lofli believe they attract the type of woman who takes pride in her appearance and who is always seeking perfection.
4) Where do you get your inspiration from?
- A hybrid of London’s SW3 night-scene and LA’s denim-crazed Robertson boulevard.
5) Which style and wash of your jeans are flying out of the shops the quickest at the moment?
- Lofli’s Bluebells Trouser in Indigo (see above) and Black.
6) Are there any essential jeans that everyone should have in their wardrobe?
- Lofli’s Streamline straight leg in Potasium Blue and 20something boot cut in Chelsea Blue.
7) What are the first pair of jeans you remember?
- Levis 501.
8) What have been your favourite pair of jeans that you have owned?
- Lofli’s Comfort Bluestone straight legs.
9) What have been your favourite pair of jeans that you have produced?
- Lofli’s 20something boot cut in Blu-Tac (see above). These are super-stretchy, probably the most comfortable jeans ever, stunning to look at, and maintain a great fit even after continuous wear.
10)How many pairs of jeans do you currently own and which are your favourites?
- About 50 pairs according to a cursory glance through my closet. My favourites have to be my Rogan twisted-seams in a dark resin wash.
11) Are you a "wash your jeans after each wear" person or a "wear your jeans for six months before you wash them" person?
- ‘Wear your jeans for six months before you wash them’ for sure!
11) Do you own jeans for different occasions (for instance I have work jeans, smart jeans, weekend jeans, holiday jeans, jeans for going to concerts in, jeans for gardening in) if so what have you got?
- Absolutely! Probably several of each type. Holiday jeans include Lofli’s ‘Emma Bermuda’s in dark Navy, smart jeans..Lofli’s 20something wide leg in dark navy, work jeans..Lofli’s bluestone straight leg with sunflower pockets, gardening jeans……Lofli’s Comfort boot cuts in Persian Blue, etc…
12) Which is your favourite jeans shop?
- H. Lorenzo on Sunset Plaza, LA.
13) Which celebs are currently wearing your jeans?
- Angelina Jolie (see above), Jessica Alba, Kate Hudson, both Nicky & Paris Hilton, Jennifer Aniston, Courteney Cox and Sienna Miller to drop a few names..
14) How important big an effect does it have on your sales when a celeb is seen wearing a pair of your jeans?
- The jean that they’re pictured in usually sells out within days, and there’s a frenzy of new stores interested in buying the line.
15) Who is your current favourite denim icon (male & female). I am thinking the person who has the most denim style?
- (Male) James Dean. (Female) Jennifer Aniston.
16) Which character (male & female) from a movie had the most denim style?
- Jim Stark (played by James Dean) in Rebel Without A Cause (Male). Daisy Duke (played by Jessica Simpson) in The Dukes of Hazard
17) Which person living or dead would you most like to see in a pair of your jeans?
- Kate Moss
18) If jeans had not been invented, what would we all be wearing?
- Canvas twill.
19) And finally, any predictions for denim in 2007
- A significant growth in the popularity of novelty denims that that don’t necessarily look like denim but that are in fact denim in construction. Also a growth in the popularity of fashion-denim jeans (as opposed to basic 5 pocket jeans)as a staple in our wardrobes.
