Denimology

Designer Q & - 7 For All Mankind

it's been a while since i did a Designer Q & A, but this week it is back with a bang as I have been lucky enough to get an interview Larissa Noble, Creative Director at the brand that really kickstarted the whole premium denim industry - 7 For All Mankind.

1. Why do you think after 200 years jeans are still one of the most popular items of clothing?

One of the greatest thing about working in the world of denim is its rich history. The history of denim spans three centuries, touching every social and economic class and countless cultures. Denim can go any place you want it to go and will continue to in the future. From work wear to couture and everything in between – it has no limits. I think denim will always remain at the forefront of fashion. What other item of clothing can be worn by so many different types of people in so many different ways?


2. Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?

Denim consumers are becoming more discerning in their taste for denim. The premium denim market went through a phase where it became super-saturated with a number of new, niche brands and the premium denim consumer was overwhelmed with all of the choices at their fingertips. After experimenting with these niche brands, consumers are returning to brands that have remained steadfast in the quality of fit, fabrics and finishes. That’s why 7 For All Mankind continues to show tremendous growth – customers are staying with the brand they trust. This return to the classic brands illustrates that consumers are more concerned with quality than price.

3. Who do you imagine is a typical customer?

Our customers are fashion innovators, those who take risks and set the trends. They enjoy being stylish and have their finger on the pulse of fashion.


4. Where do you get your inspiration from?

Inspiration can be found through so many different avenues. I personally find traveling the most exhilarating, seeing how the every day person is wearing their denim around the world is most fascinating to me. Fashion starts on the streets.

5. Are there any essential jeans that everyone should have in their wardrobe?

Everyone should own a dark denim wash such as 7 For All Mankind’s Mercer and a beaten up wash such as 7 For All Mankind’s Nakita (see above). This will enable the consumer to have a jean for day and a dressier pair for night.


6. What are the first pair of jeans you remember?

The first pair of jeans I owned were 80’s inspired. They were army green skinny cropped jeans with side zippers.

7. What have been your favorite pair of jeans that you have owned?

My personal favorite pair of jeans are the 7 For All Mankind Roxanne jeans in Mercer. They are skinny jeans in a dark denim wash and are perfect for any occasion.


8. What have been your favorite pair of jeans that you have produced?

I produced the Roxanne skinny jean in grey denim with a zebra print, these were my ultimate favorite. They were unique and fashion forward. When you are around denim all day you have to come up with innovative washes, fits, and pockets, to keep yourself and the customer excited.


9. How many pairs of jeans do you currently own and which are your favorites?

There are definitely too many pairs of jeans in my closet to even begin counting! I would have no idea where to begin.


10. Are you a "wash your jeans after each wear" person or a "wear your jeans for six months before you wash them" person?

A true jeaner never washes their jeans. I am not that extreme, I wash my jeans about every three months.


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?

I definitely own jeans for every occasion, all I wear are jeans. I don’t categorize my jeans; I will wear any of them for any outing depending on my mood.


12. Which is your favorite jeans shop?

My favorite denim store is 7 For All Mankind’s new store in Los Angeles on Robertson Blvd. It is elegant, sophisticated, and portrays a denim lifestyle.

13. Which celebs are currently wearing your jeans?

I think the name of our brand 7 For All Mankind truly describes the target consumer which is "All Mankind". Everyone celebrity from age 15 to 40 wears our jeans. Some examples are Rachel Bilson (see above), Blake Lively, Mandy Moore, Cate Blanchett, Cameron Diaz, Jennifer Garner, Ben Affleck, Adrian Grenier, Jake Gyllenhaal, etc……. The list goes on and on. We pride ourselves on the numerous amounts of celebrities that have appeared in our jeans and publicized our brand long before we advertised in magazines.


14. How important big an effect does it have on your sales when a celeb is seen wearing a pair of your jeans?

The effect of an A list celebrity wearing our jeans is tremendous. Celebrities are seen as cultural icons, and many people look to them for style inspiration. While it’s true that a celebrity endorsement can often get a customer into a pair of 7 For All Mankind jeans, it’s our incredible fits, wash techniques and details that keep them coming back for more.


15. Who is your current favorite denim icon (male & female). I am thinking the person who has the most denim style?

My favorite denim icon is Charlotte Gainsborough. She is so mysterious in the way she wears her jeans, you are never quit sure if they are vintage or new. The way she accessories them and puts herself together is very inspiring to me.


16. Which person living or dead would you most like to see in a pair of your jeans?

I would love to see James Dean in our Dylan Jean.

17. If jeans had not been invented, what would we all be wearing?

We would all be wearing Khakis and Spandex, thank goodness denim was invented.


18. And finally, any predictions for denim in 2008

My predications for 2008 are that we are going to see a lot of vintage inspired washes and Bell Bottoms.