Decades Denim a Launching Pad for Cameron Silver
Cameron Silver admits he rarely wore denim before deciding to design his own brand of premium denim—quite possibly the most unlikely category for a retailer turned designer who specializes in impeccable vintage designer fashion. Since launching the Decades vintage couture boutique in 1997, Silver has focused on a glitzier, more upscale aesthetic. (The man had an Hermegrave;s bag named after him, putting him in the company of Jane Birkin and Grace Kelly.) Still, he said, he’s always encouraged women in his store to pair their fancy vintage finds—whether Pucci, Gucci or Chanel—with jeans. “Everyone wears jeans,” Silver said. “It has become acceptable to wear jeans just about anywhere and with anything.”
Silver, who has acted as a consultant for a variety of fashion houses and brands, has wanted to design his own line for some time. Denim, he said, was the best way to get his foot in the door.
Partnering with Angelique Soave, a former financial analyst and vintage collector, and Jack McCue of Los Angeles–based Genetic Denim, Silver launched Decades Denim for Holiday 2010. Brandon Lee, also of Genetic Denim, is the brand’s chief operating officer. “We are very happy to have business partners with exceptional experience,” Silver said. “Together, we’re not newbies. The two businesses are separate—we design independently—but we benefit from their established infrastructure.”
A concise collection of 11 denim bottoms, the debut capsule is clean with minimal branding. “We’re not reinventing the wheel,” Silver said. “We’re getting rid of the wheel.” Too many brands use gimmicks, flash, distressing and logos, he said. “I was amazed at how little chic, undistressed denim there was. There was such a big opportunity in the market.”
Retailing for $99 to $129 at independent boutiques and specialty stores, Decades Denim is designed to mirror the craftsmanship and sophistication of the vintage clothes Silver sells every day. Soave, who is Silver’s muse and chief merchandising officer, said the collection reflects her personal style. “It’s a sophisticated aesthetic at an approachable price point.” To keep costs down, the denim is produced overseas, Silver said.
The collection, which saw its first shipment on Nov. 2, is already evolving. “We never wanted to be just denim,” Silver said. “Denim is the foundation of every woman’s wardrobe, and it is the foundation of the line.” In the works are dresses and tops in silk and Tencel fabrications and non-denim bottoms for Spring 2011. Summer 2011 will see the introduction of ikat prints, additional categories and more non-denim fabrications. Fall 2011 promises even “further developments,” Silver said. “It is going very fast. It’s what the retailers want.” Eventually, Silver envisions Decades Denim becoming a full collection with a denim component.
As the collection picks up steam, Silver said, his personal appreciation of denim has grown. “I realized, after 10 years of never wearing jeans, that I like denim.” Asked if a men’s line is a possibility he said, “Maybe. I have a pair of men’s prototypes on right now.”
For more information about Decades Denim, visit www.decadesdenim.com or call (213) 747-3344.—Erin Barajas
