Serfontaine Introduces T-Shirts
Mik Serfontaine made a name for himself in the premium denim market with his use of rope stitching on jeans. Now he hopes to carry over the unusual style to a new line of men’s T-shirts.
Scheduled to ship in April for Summer 2005, the Serfontaine tops will feature vintage and distressed washes, rope and saddle stitching, and logos from classic British motorcycle companies, including Triumph, Norton, Vincent and Matchless.
“The element of the stitch is completely new,” said Serfontaine. “The saddle stitch is a unique element and a reason to buy this T-shirt. You don’t have to reinvent the wheel here.”
It’s not surprising that Serfontaine would pick British motorcycle brands to mark the initial collection in his line of tops. Walking into his industrial loft-like showroom in the Cooper Design Space, a visitor spots a red Triumph motorcycle and a black-and-white poster for the cinematic ode to the open road “Easy Rider,” which also became the name for an early line of his jeans.
Serfontaine said he started using rope stitching in 2002. He said he can achieve the effect on a regular machine with a single needle. But in the same amount of time it takes to make one pair of jeans with rope stitching, he can produce three pairs with regular stitching. Nonetheless, the distinctive threading helps connect the tops to the bottoms and cement his brand in a competitive marketplace.
The Summer 2005 collection encompasses six designs in two prices. The $30 wholesale tee features a motorcycle logo on distressed fabric without the special stitching. The $42 wholesale model shows both saddle and rope stitching as well as a vintage wash. The saddle stitching leaves a contrasting trail on the sleeves and hem, while the rope stitching encircles the shirt’s graphic, which has been laser-cut from another piece of fabric and appliqueacute;d on the top. On all the tees, the motorcycle logo is chipped in different places so that no two items are alike. The second collection, expected for Fall 2005, will display a new set of graphics.
For more information, call the Serfontaine showroom at (213) 489-3875. —Khahn T. L. Tran
