Lessons in Gene Therapy
As new denim brands sprout up boasting the latest trends and embellishments, one brand aims to take denim back to its roots.

"People have forgotten the true essence of denim," said Ali Fatourechi, creative director of Genetic Denim, slated to launch for holiday. "Jeans are timeless, something you can wear day in and day out."

A pair of jeans, to hear Fatourechi tell it, is only as good as the first three inches — the waistband to the upper tip of the pocket.

"This area can be the most appealing or the most unappealing," said Fatourechi, noting that Genetic jeans have a bit of stretch, so that over time they conform to the body and fit as they should without gaping or bunching up.

Fatourechi perfected the fit of Genetic over the past two years while he was working for Universal Denim, a denim marketing and branding company. He would visit college campuses with a number of the leading premium denim brands and collect feedback from more than 20,000 women on their likes and dislikes when it came to fit and washes.

"I thought, ‘Why am I doing marketing and branding for other companies when I could just make my own jeans?'" Fatourechi asked rhetorically.

So he joined forces with Shaun Hurley, Genetic's president of sales, and Scott Sartiano, president of branding and marketing. At the core of Genetic was the idea that, like genes, jeans should be passed from generation to generation. The tag line for Genetic Denim is "It's all in your genes."

The Genetic collection features four styles in three to five washes ranging from a raw denim to black to a light blue. The styles are broken down into three classifications, Recessive, Dominant and Mutated, which contain styles like a basic five-pocket, flared, skinny and flap-pocket. The brand's logo, a double helix, is stitched on the pockets and the back waistband. The wholesale price range of the collection is $85 to $90.

The collection will be available at specialty boutiques such as Atrium and Intermix in New York, and Fred Segal and Ron Herman in Los Angeles.

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