Here Comes Silver Jeans Co.
From left, Silver Jeans Co. president Michael Silver, Maroon 5's Adam Levine and Fred Levine of M.Fredric.
The Silver Jeans Co.-brand has been popular in its home country of Canada, and much of America for the past two decades, but the Winnipeg-based label had not made much of splash in Los Angeles, a capital of denim fashion. Los Angeles boutique chain M.Fredric hopes to change that story.
On March 29, M.Fredric produced a party at its Studio City boutique for Silver Jeans. At the party was Adam Levine, Grammy-winning leader of band Maroon 5 and son of M.Fredric owner Fred Levine. Also in attendance was actress Beverley Mitchell, she appeared on hit TV series 7th Heaven and horror movie Saw II.
Michael Silver, president of Silver Jeans helped host the party where he discussed the finer points of his denim line.
The wash and treatments for Silver Jeans are on par with premium denim, he said. But Silver Jeans does not use the mills which supply many premium denim brands. So Silver can offer a premium look, but at the more popular price of $90 per denim pant. Not the $150 and up that premium denim had become known.” We call ourselves mid-luxury,” Silver said.
Silver Jeans execs also spent the past two years finessing the label’s brand messaging. Many denim lines concentrate on branding well before they offer a great product said this jeans guy from the Great White North. “We had the product right,” Silver said. “Then we thought, maybe we should make it a brand.”
Sounds like they have doing all right for awhile. Silver Jeans has been sold in 1,400 doors in America including locations at Buckle and Nordstrom.
