J Brand Aims for Jeans With Minimal Detail, Maximum Fit
The philosophy of “less is more” aptly applies to denim label J Brand. The line, started by denim veteran Jeff Rudes and stylist Susie Crippen, focuses on dark-wash slim-fitting jeans with no rivets, back-pocket details or embellishments.
“We wanted to make one statement in a dark, clean jean,” said Rudes, a former partner in A. Gold E who helped launch AG for Adriano Goldschmied and Yul Ku. “It’s not about drawing attention to the jean; it’s about having a woman look beautiful.”
The brand launched last November with exclusive distribution to Ron Herman and Fred Segal stores and opened up to other stores in February.
Crippen designed the sleek and comfortable fit. “The idea was to create a silhouette with a jean that does not loose its shape,” she said. The 2 percent Lycra content added to the 98 percent cotton denim allows the jean to hold its shape. The dark blue–and–black jeans are resin-treated after dyeing to lock in the color longer.
Price points range from $63 to $69 wholesale, and a novelty deerskin pant sells for $300 wholesale. Styles in black, dark-blue, dark-vintage, vintage and white washes have flares ranging from 14 to 20 inches.J Brand is not the only denim brand on the market with a dark-wash skinny jean, but the label is banking on its engineered fit to set it apart.
Brian Kaneda, co-buyer for the Ron Herman denim department attests to the jeans’ quality. “Whenever you start a new brand, there is a resistance because people want what everyone else has. But the jeans speak for themselves when you see them on,” he said.
J Brand plans to be a mainstay that women can always revisit.“These [dark-wash flared-leg and cigarette-cut jean styles] will be on the line for 10, 20 years,” Rudes said. “It’s timeless.” —Rhea Cortado
