Uranium's Voice of Fashion
France's Uranium Jeans are looking to make a statement.

Uranium has launched a denim line that takes a space-age approach to its designs by embedding flexible micro screens that relay written messages or animated pictures onto its jeans and T-shirts.

“It's a first for the apparel industry,” said Nadine Ninin, president of Uranium, who created the label in collaboration with a technology firm based in Bordeaux, France. “Advertising and sports industries are already very interested in the product.”

Seeking to make an impact with France's denim-clad crowd, Ninin picked 40 Rue des Saints-Perès in the heart of Paris' Saint Germain quarter as the location for the brand's first boutique, which will bow the middle of this month. The pint-sized store is intended to make customers feel like they have entered a nuclear plant.

“We're bringing intelligent clothing to the masses,” said Kenneth Ward, the Paris-based American artist and designer behind the label. “It's a take on what clothing may look like in the future.”

The miniature screens exist in various colors and are controlled by a remote control incorporated into the waistband. Messages also can be downloaded from the brand's Web site or from text messages off cellular phones. The collection, which targets men and women between the ages of 12 and 35, retails for around 250 euros, or $306, for a pair of jeans, while T-shirts retail for 90 euros, or $110.

Uranium is making its way across the pond, as well, with a store to open in Los Angeles by the end of the summer.
Emilie Marsh

Diesel Wall Gets Art World Nod
The Diesel Wall project, the Italian denim company's initiative to support up-and-coming artists, has been officially welcomed to the Berlin art world.

The 5,400-square-foot expanse, located on Oranienburgerstrasse, was incorporated into this year's Berlin Biennial for Contemporary Art, and is the only project not exhibiting at one of the Biennial's multiple venues on Auguststrasse.

In previous editions of the Diesel Wall in Milan and Berlin, young art students chosen to have their work showcased had been selected by a jury put together by Diesel. The task of picking this year's artist was left to the Biennial's curators.Maurizio Cattellan, Massimiliano Gioni and Ali Subotnick chose Canadian artist Steven Shearer to transform the wall into a huge poetry platform. Shearer's Poems are constructed of song lyrics and the titles of death-metal classics, linked together and stripped of their original context for a somewhat apocalyptic effect. So far, the larger-than-life proclamations of “Vomitorium Convulsions” or “Ancestral Necrosodomy” haven't disrupted traffic on this thoroughfare in the trendy Berlin Mitte neighborhood, though the Wall did draw its share of onlookers at the Biennial's crowded opening on March 25.

Diesel is accepting proposals at dieselwall.com for the third edition of the Wall, set for June.
Melissa Drier

Solid London Rolls Into Macy's
Macy's has found a skinny jeans collection to call its own.

Solid London, a Los Angeles-based denim line owned by Jeff Rudes and stylist Susie Crippen, also owners of the premium line J Brand, has launched exclusively at 11 Macy's locations in the New York metropolitan area. Solid London rolled into the Impulse department of Macy's Herald Square flagship on March 18.

“It's blowing out,” said Nicole Fischelis, women's fashion director at Macy's. “We're selling it and reordering it.”

Solid London is available in four styles of skinny jeans with leg openings that would be classified as stovepipes, skinny capris and straight legs. Washes range from shades of indigo to a pure black wash that Fischelis said was selling particularly well.

The retail price range of the collection is between $118 and $128.

“It's a key brand for us. It's very clean and very fitted,” said Fischelis, who noted that the denim styles work with romantic blouses, as well as casual T-shirts. “The price point is terrific and the quality is superb.”

Macy's plans to extend its Solid London offering to include corduroys in upcoming seasons. The collection now hangs with other premium denim brands such as City of Angels and Hudson Jeans.
Lauren DeCarlo

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