Denimology

Retailer Q & A - ShopFarinellis.com

This week we have a Retailer Q & A with Mauro Farinelli - Owner of Farinelli's. He recently collaborated with Michael J Krell on a limited-edition hoodie and will be releasing a limited-edition pair of jeans with Crate later this month.

Don't forget to also take advantage as a Denimology reader of the code "ilovejeans" for 20% off your purchase at checkout at ShopFarinellis.com.

1) Why do you think is it that after 200 years jeans are still one of the most popular items of clothing?
I don't think modern science has made anything cooler yet. 

2) Denim retail is a competitive business, how do you ensure that your shop stands apart from the rest?
My dad used to say, "If your friends ate shit, would you eat shit?" We offer the best customer service, we offer the best products. If you're going to be a follower and follow your friends then eat shit. If you want to stand out and be a forward thinker and appreciate quality, customer service, and fashion at its best then you'll come to us.

3) With hundreds of denim brands to choose from how do you decide which to stock?
That's an easy question. 98% of the denim brands, premium or lower, are complete garbage.

4) What are your top 3 best selling brands/styles?
For men: Kicking Mule Workshop, APC, and Crate. For women: Current/Elliott because they definitely hit the washes right, Joe's Jeans because they have a jean for every woman's body type, and then it'd be a tie between J Brand and Citizens (of Humanity.)

5) Which are your favorite pair of jeans that you are selling right now? Kicking Mule Workshop.

6) Which style(s) of jeans are a must for every woman's wardrobe?
This a trick question. There's not one particular style and not every single woman has the same body type. I think it would be smart for a woman to carry multiple jeans styles for multiple occasions and seasons.

7) How does your shop best help the customer find their perfect pair of jeans?
We assess it by a case-by-case basis. We carry enough denim brands that we can facilitate anyone's body type, unless you're Quasimodo in which case we're not God, we're just a retailer.

8) Any tips for how to best look after your favourite pair of jeans?
If it's a washed jean: inside-out, cold wash, no detergent, hang dry, and then throw them in the dryer a little bit when you're ready to go out to get rid of the crinkly effect. If it's a dry jean you'll want to wear them as long as possible to get the necessary details that you want out of it.

9) How long has the company been running and what made you get into fashion retail?
I'm very much into Muay Thai boxing and mixed martial arts but years ago there was no real career in it. So my parents said to me, "Look, dumbass, you can only be kicked in the neck so many times. You might want look into something else." So I said, "Well, I'm into fashion," and that's how I got into fashion twelve years ago. Career longevity.

10) 2009 is a difficult time for everyone involved retail what do you think you biggest challenges will be this year?
The biggest challenge is the department stores because they expect brands to give them whole margins and I think that's complete bullshit. The department stores basically expect designers to pay them for their wares so that they can profit and that's not going to happen. They're either going to go out of business or they're going to ruin the allure of premium denim.

11) What are your thoughts on the increasing number of celebrities designing their own lines of denim?
I think it's shit and at the same time I applaud them. It's a great way for them to cash in on their name since they're only going to be A-listers for so long. They gotta capitalize on their hotness and I respect that but of the same token these guys don't know shit from Shinola on actually making a brand. There are anomalies but I'll challenge Justin Timberlake to a sew-off any day and we'll see who makes the better product. He might out-dance me but I'll out-sew him.

12) Who's denim style inspires you the most?
Michael of Rising Sun of Pasadena, CA, since he makes a bang-up job. Chad from Crate jeans: for that price I defy anyone to make a better jean than Chad right now. Joe and Barb from Kicking Mule Workshop: they've pretty much hit just about everything for a premium-priced jean.

13) What is the worst denim crime?
Back pocket-less jeans. I think that people with back pocket-less jeans should be either stoned or beaten at a club. You just don't do that shit. If I had my own talk show these people would be brutalized on a daily basis and I would risk the lawsuits.

14) Which denim trend(s) are going to be big in 2009?
2009 is just like 2008 is just like 2007: everything goes. If you want a timeless jean, if you're a guy, you go for the straight-leg and no one will make fun of you even at your 20-year high school reunion. For women, you want the best pair that suits your body type and not necessarily be driven by trends. Would I like everyone to buy a boyfriend jean? Fuck yeah. Am I going to sell it to everybody? Fuck no because I don't want anybody looking like shit coming out of my store. No one should be afraid of any trend.