Austin, Tex.-based “western brand” Tecovas, purveyor of boots, leather goods, apparel and accessories, said today that it has officially entered the apparel market — and true to form, its first product is a classic pair of blue jeans. Debuting with two styles, a slim jean and a standard jean, its denim is designed to fit comfortably with western boots, the company said.
Manufactured in partnership with the Candiani Denim mill in Milan and handcrafted in Los Angeles, Tecovas sought the expertise of “fit experts” — including its chairman, Brian Spaly, founder of Bonobos and Trunk Club — to weigh in on the elements that would construct the “perfect” western jean. The outcome is a contemporary straight cut that is wide enough to easily fall over a bulky western boot. Paul Hedrick, founder and ceo of Tecovas, told WWD, “Since denim was born in the U.S., it was important to us to design and manufacture our jeans close to home. We found a fantastic factory partner in Los Angeles — known for making some of the best denim in the world — who intricately constructs our jeans and perfects the fit to ensure that every pair meets our high-quality standards.”
Hedrick added that the brand “[prides] ourselves on making the most comfortable, high-end western boots in the industry — and our approach to jeans is no different. To source our premium denim, we spent over a year sampling material from the best mills in the world and are excited to work with Candiani for their expertise in high-end, comfort stretch denim.”
What’s interesting is the number of U.S. brands that have entered the denim market over the past couple of years: Reformation, American Giant and Outerknown, among others, which signals a stronger demand for denim than seen in seasons prior. Jeans are a growing segment: 42 percent more product is in stock so far this quarter at key U.S. and U.K. retailers compared to the same quarter last year, according to data from Edited.
And the demand is consumer-led, particularly for Tecovas. “As a brand that’s driven by customers’ wants and needs, we take their feedback and overall experience seriously. When we heard our customers voice their need for jeans that actually fit over a pair of western boots comfortably, we saw a natural opening for us to offer denim to meet that need while also moving into the apparel category. While most modern, high quality jeans are cut too slim and most western denim is uncomfortable and poorly fitted, we’re excited to offer the best western jeans built for the modern consumer and offer the same high quality, style and accessibility that Tecovas is known for,” Hedrick said.
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