By  on May 18, 2011

As the sales catalyst for many of the denim brands represented at the WWD Denim Forum, Ron Herman received praise for his efforts to outfit consumers in cutting-edge jeans brands, anniversary wishes and a plea to nab space in his store. Herman, whose 14,000-square-foot flagship on Melrose Avenue and Crescent Heights Boulevard in West Hollywood is celebrating its 35th anniversary, kicked off the daylong session at the Hollywood Roosevelt Hotel in Los Angeles last week with a short video presenting his jeans-centric retail concept that embodies the Southern California lifestyle and highlighting his tight relationship with leading denim designers, including Adriano Goldschmied.

Goldschmied, who has set up an installation of GoldSign and Citizens of Humanity merchandise in Ron Herman’s flagship to mark the store’s anniversary, first encountered Herman in the early days of Herman’s business and was one of several influential European jeans designers Herman introduced to American shoppers. “I was showing my line in Milan. We never had a customer in America,” recounted Goldschmied in Herman’s opening video. Goldschmied, who playfully calls Herman “Mr. Sneakers” for the white sneakers he regularly wears, continued, “An American guy buying jeans in Italy was not making any sense to us.”

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