No shirts? No service. With that in mind, a crop of L.A. denim companies venture into the sportswear fray to strengthen their brand identities.
LOS ANGELES — Jason Ferro always knew he wanted an empire. A denim designer with 12 years of experience, he cut his teeth creating jeans in the apparel fiefdoms of others—Michael Jeffries’ Abercrombie and Marciano’s Guess, where Ferro created L.A. Denim Atelier, the boutique brand that recently bowed out of the premium market. Last year, Ferro went on to launch Bread Denim, an emerging line predicated on the notion that expert vintage washes and all-American branding will weather any economic recession or pendulum shift in prevailing trends.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"