INTERNATIONAL PEDIGREE
Etienne Marcel: So Cal Denim With a French Twist
With roots in France and a base in Los Angeles, Etienne Marcel jeans launched its US business in 2011 after showing at Coterie in New York.
Designer Davis Ohayon moved to Los Angeles about 2½ years ago, dividing his time between Paris, California and an East Coast showroom to manage the collection, which has an international pedigree.
Made from Italian, French and Spanish fabrics, the jeans are finished in Tunisia, where each jean is hand-sanded and hand-grinded in the factory.
Ohayon and his business partner, Eric Uzan, emphasize the mix of European and American cultures in the collection, as well as Japanese denim craftsmanship.
Los Angeles serves as the home base for fit and design. Ohayon prefers measuring women in America rather than European women, who tend to wear their pants much lower, Ohayon said.
“Basic front rise in the [states] is 7¾ as opposed to a more-European fit, which would be 7-inch low rise,” said Christine Huynh, the company’s head of operations. “Every item has a stretch ranging from 2 to 8 percent with a nice, buttery feel to the jeans.”
Styles range from flare to skinny, and each piece has the signature red zipper detailing. For Fall 2013, the jeans come in floral prints as well as solids, and a few items feature a subtle leather side paneling. To round out the collection, there are ready-to-wear pieces, as well, including woven shirts, vests, jackets, button-down Western-inspired tops and jumpers.
Wholesale price points start at $75 for basic denim or corduroy styles and go up to $85 for novelty pieces with details such as a contrasting leather trim or multi zipper embellishment. A pair of stretch, baby lambskin pants wholesales for $325.
Etienne Marcel is currently sold at high-end boutiques such as Planet Blue, Kitson, Curve, Madison and Shop Bop and is looking to ship to Free People soon.
With plans to show at Liberty Fair trade show in Las Vegas this summer, Ohayon prefers the intimacy that a smaller apparel show provides. “We want our product and brand to stand out and be in an intimate space where we can meet new customers while [engaging] with existing ones,” he said.
For more information, visit www.etiennemarceldenim.com/#thebrand.html
