Premium may no longer be the limit in denim lingo.
Pushing the luxury envelope further, the Italian firm Move Easy and jewelry firm Xipe launched jeans washed in Champagne at the Luxury & Yacht 2007 trade fair in Verona, Italy, this week. The retail price is a whopping 200,000 euros, or $260,448 at current exchange.
Dubbed Wine Jeans Luxury, the jeans feature 10-carat diamonds and a 4-carat diamond button. A more affordable model embellished with Swarovski crystals on the front pocket retails at 219 euros, or $287.
“Jeans washed in Champagne acquire a special cream color that can only be obtained with this drink,” said Alberto Salaorni, Move Easy brand manager, adding that the firm has trademarked the special washing procedure.
Also, Jacob Cohen presented jeans made with a cashmere and denim blend that retail for around 400 euros, or $525.
Nicola Bardelle, in charge of product at Jacob Cohen, said the brand wants to “differentiate itself through the use of precious fabrics and materials.” Buttons and rivets are made with silver, the label comes in ponyskin and the company provides a set of tools for maintenance, including a pumice stone to redefine the pants after washing, threads for the stitches and a cloth to shine the silver rivets.
The cashmere jeans are available in 14 different hues, from butter and ice white to indigo. Bardelle is no stranger to the industry as his father, Tato, created Italian iconic brands Outsider, Americanino and Kinghino. Jacob Cohen is licensed to the Italian Giada SpA.
This story first appeared in the February 15, 2007 issue of WWD. Subscribe Today.