Denimology

Designer Q & A - Never Denim

This week's Designer Q & A is with Nina Roana Engebretsen, Designer at Norwegian jeans label Never Denim.

1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
Anything made from denim fabric is constantly changing and developing as you wear it. It becomes personal and distinct, and that is why we love it. Jeans are the key item in every wardrobe, and defines a look whether it is cool, chic, clean, rough, hot, posh ....all depending on the way you wear your jeans.

2) Last time I counted there were over 200 brands of premium denim jeans, what makes your jeans stand out from the rest?
Cool new washes and details! Never Denim brings you the newest fashion on jeans first! It is a flirty and feminine jeans concept with heaps of attitude, specially made for girls by girls. Whatever mood you are in...Never Denim will take you there.

3) Who do you imagine is a typical customer?
A girl with attitude who knows what she wants. She is fashion conscious but without following trends too much. She is both Rock Chick and The Girl Next Door. She wants to stand out from the crowd one day, and then be comfortable and relaxed the next day. Never Denim is how girls are: sweet, happy, melancholic, gorgeous, tired, energetic, confident, unsecure, cool and lovable to the bone!

4) Where do you get your inspiration from?
Vintage stores and flea markets, movies, music and people that I see in the streets. I love watching how people experiment and play with clothes.

5) Which style and wash of your jeans are flying out of the shops the quickest at the moment?
Skinny and baggy fit in light washes with holes.

6) Are there any essential jeans that everyone should have in their wardrobe?
I think a pair of skinny fit 5 pocket, a washed out denim jacket, a pair of boyfriend fit jeans, a denim shirt and ripped denim shorts is abolutely essential. In adittion I have a hang-up on jumpsuits, and for summer this is the most sexy piece of clothing.

7) What are the first pair of jeans you remember?
The first jeans I particularly remember is a pair of Levi's 501s. They were the only jeans I wanted, and had to do chores for two months or so before I got them. I still have them, the wash is just amazing after being worn and washed heaps of times.

8) What have been your favourite pair of jeans that you have owned and why?
I got some fantastic Wrangler jeans from one of my best friend.They did not fit her, and so she gave them to me. They are vintage 70s with high waist and flare. The fabric is broken twill and really heavy. They are totally 70s blue and they fit me perfect!

9) What have been your favourite pair of jeans that you have produced and why?
I have made a program of a one-shoulder dress,a skirt and 5 pocket skinny fit with a lightning bolt as detail in lighter denim wash than the rest. On the pants it was a bit tricky to make the lightning bolt match the sideseam and optical view from front. But it came out really good in production. I feel really good when I am wearing them, and I love it when I see someone else wearing them too.

10) How many pairs of jeans do you currently own and which are your favourites?
Far toomany! Every time I come across some second hand or vintage jeans that I love, I can't help myself. I find so much inspiration in old and worn denim pieces, so even though something does not fit, I still keep it. I also think that jeans look better after use, so when they get ripped and broken they get that special personal twist. I totally love the whole Never Denim collection and at the moment I have moved into my baggy boyfriend jeans and Studded denim vest.

11) Are you a "wash your jeans after each wear" person or a "wear your jeans for six months before you wash them" person?
Definetlya wash after wear person. I see a lot of denim 'nerds' out there wear them for ages before washing, and the look becomes totally outstanding, I really love it. But I just think of all the bacterias that are multiplying in there, and I do not stand a chance!

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?
I guess girls are lucky that way, because if I team a pair of baggy jeans with heels and a sequin top I am ready for a party. The same jeans with a leather jacket, washed out t-shirt and a pair of converse I can easily hang out at a consert. But when I design I always imagine the item for an special occasion, to get the correct feel and look.

13) Which is your favourite jeans shop?
Rosebowl Flea market and American Vintage on Melrose Av. I also think Adriano Goldschmied is an amazing designer. And lots of props to Current & Elliot, love their stuff.

14) Which celebs are currently wearing your jeans?
In my world the girl next door is the celeb!

15) How important big an effect does it have on your sales when a celeb is seen wearing a pair of your jeans?
It is important to the extent that it is seen by lots and lots of people.

16) Who is your current favourite denim icon (male & female). I am thinking the person who has the most denim style?
There are so many. But I have this image of Bruce Springsteen on the 'Born in the USA' cover from 1984, with the blue jeans, cap in pocket and t-shirt. What a denim icon! I also adore Erin Wasson, and think she is a true style icon.

17) Which person living or dead would you most like to see in a pair of your jeans?
Erin Wasson and Joni Mitchell

18) What is the worst denim crime?
I am not into making boundaries and think all is allowed. But personally I do not think I will wear jeans with sequins on back pockets ever again.

19) If jeans had not been invented, what would we all be wearing?
Leaves and leather

20) And finally, any predictions for denim in 2009
I think colour denim will be a big hit this summer. And I just want more of holes, patches, bleach, tiedye and stonewashes. I also think grey jeans will be seen on a lot of cool girls. But the main thing is that I think we will see more and more girls wear denim not only on trousers, but in dresses, jackets, vest and shirts.