Denimology

Designer Q & A - Sharkah Chakra

This week's Designer Q & A is with Sara Simmonds, Founder and Designer of Sharkah Chakra - the luxury Fairtrade denim company.

1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
I think the beauty of denim is its relationship to the social times we live in. If you think about it, from denim’s very conception jeans have always been about the people who wear them, their lives, and how they wear their jeans at that particular moment in time. I love that jeans can make social statements and I think that is why they have remained popular. If you look back to the 50’s jeans were worn as rebellion – think James Dean rebel without a cause, the 70’s jeans represent glamour and freedom Yves Saint Laurent I wish I had created blue jeans, and the 80’s Calvin Klein sex! For me personally I wanted to use denim to make something for now, for our generation and the issues impacting our lives – the environment, the people, and creating a sustainable future.

2) Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?
Everything about my denim collection is designed to be different. I absolute agree that there is so little to distinguish denim brands these days and that is part of the thinking behind what I have created – something which is not only different and unique but which also redefines our perceptions of quality – handmade and hand-cut using only the finest materials. Our denim is the first premium denim collection to be made without exploitation of the people or the planet.

All Sharkah Chakra denim is made exclusively for Sharkah Chakra jeans and each pair of jeans is individually constructed and made for denim lovers. Our pure organic Fairtrade cotton is hand picked in Mali. The cotton is then dyed by a dye house who specialize in using pure natural indigo. Natural indigo not only gives our jeans their signature original and authentic colour, it’s pure ingredients means that our denim is non toxic and not harmful for the environment. Our denim is woven on original selvedge looms- as we love the best and the authentic. But we have taken selvedge denim to another level.

Our denim makers work with artisans to produce the first ever denim to be hand woven, giving each individual pair a unique finish. Some of our jeans are even signed by the artisan who wove the denim.

3) Who do you imagine is a typical customer?
Anyone who is passionate about denim, the perfect jeans and about true quality. Also people who care about their environment and about the world we live in.

4) Which style and wash of your jeans are flying out of the shops the quickest at the moment?
At the moment it’s our sun-baked white denim. These are a first in the world of denim - the first ever white jean to be made 100 per cent bleach and chemical free and to be made completely organically, using organic cotton. At Sharkah Chakra it is our mission to innovate new ways to make denim without exploiting the planet. Our denim makers worked for over 18 months to achieve the first ever white finish made without using bleaching agents. The white hanks of cotton are sun-bleached using the age old recipe of time and sunshine to create an incredible authentic white finish. The natural ingredients give the jeans a softness and a pure beautiful white which makes them feel like you’ve owned them for 20 years the moment you put them on.

5) Where do you get your inspiration from?
A constant insatiable drive to create the perfect denim.

6) Are there any essential jeans that everyone should have in their wardrobe?
My collection is designed around timeless cuts designed to last the seasons and the test of time. Its about finding the fits that make you feel great the moment you step into them and knowing you have them in your wardrobe for every occasion. For me its all about the Bootcut for those kick back days and for when I want to go sexy chic its all about the straight silhouette worn almost touching the ground and some killer heels.

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?
My first pair of Sharkah Chakra jeans I ever produced which I am still wearing - a straight cigarette cut in our vintage lotus sky wash.

9) What have been your favourite pair of jeans that you have produced?
The sun-baked white collection - because it proved that there is so much potential left to still innovate in denim.

10) How many pairs of jeans do you currently own and which are your favourites?
50 pairs

11) Are you a "wash your jeans after each wear" person or a "wear your jeans for six months before you wash them" person?
I am definitely all about natural ageing!

12) 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?
Yes of course! The fit or wash you pick depends about how you feel the moment you wake up in the morning for instance I recently found a pair of our mens collection knocking around the office and I tried them on - and I thought wow! The perfect boyfriend cut!

13) Which is your favourite jeans shop?
There’s a few vintage boutiques which I love to browse around whenever I visit LA which stock jeans that you just can’t find anywhere else – that’s where I get a lot of inspiration for Sharkah Chakra’s vintage feel washes.

14) Which celebs are currently wearing your jeans?
Liv Tyler and Claudia Schiffer are huge fans.

15) How important big an effect does it have on your sales when a celeb is seen wearing a pair of your jeans?
We are building up a following of people who love denim whether these are individuals or celebrities. Although its always great to have celebrities who love the brand we want to grow by word of mouth of people who wear and love them, celebrities or not and this is what we are seeing happening!

16) Who is your current favourite denim icon (male & female). I am thinking the person who has the most denim style?
I think Johnny Depp always looks good in jeans, whatever he wears tends to have a vintage feel. For women I would have to say Kate Moss just because of the huge amount of influence she has, and the ability to set the style of the time.

17) Which character (male & female) from a movie had the most denim style?
Steve McQueen always! Marilyn Monroe also always looked fantastic in jeans - a real woman!

18) Which person living or dead would you most like to see in a pair of your jeans?
Steve McQueen always!

19) If jeans had not been invented, what would we all be wearing?
Cotton slacks!

20) And finally, any predictions for denim in 2008
For me it always has been and it always will be about original vintage.