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PARIS — Shams is hitting the haute button.
The budding denim label based here features ultra-high-end ready-to-wear jeans as well as a couture denim line with a rock ‘n’ roll edge for women and men.
“We want to offer exclusivity to our customers,” said founder Dino Elhaoussine.
Launching at the Galeries Lafayette here last month, Shams, which has set up a couture atelier in Paris for special orders, will demonstrate its customizing methods until Nov. 17.
Shoppers may choose to add Swarovski crystals and other embellishments, such as golden shimmers, to their jeans and select styles and colors. Shams also called on artists and graphic designers to paint personalized portraits inside their jeans for an extra 145 euros, or $209 at current exchange. Newlyweds Eva Longoria and Tony Parker are said to each own a pair, with each other’s portraits imprinted inside.
The rtw line includes skinny or loose-fitting jeans, which retail for 169 euros to 215 euros, or $244 to $311. A collection of T-shirts with Swarovski crystals rounds out the offering.
“It’s a seasonless collection,” said Elhaoussine, who also distributes Salt Work Jeans in Europe. “We will introduce new styles every two months.”
Expanding Shams’ retail reach to select stores in France, as well as Madrid and Miami, Elhaoussine said he will concentrate on the U.S. early next year.
“The U.S. market is a key market for us,” he said. “Customers there are extremely tapped into customization and exclusivity. Shams offers just that.”
This story first appeared in the November 1, 2007 issue of WWD. Subscribe Today.