OUR LOVE LETTER TO DENIM, MADE IN L.A.
While L.A. wasn’t the birthplace of denim, it played a major role in its evolution. What started as utilitarian workwear became a fashion staple, thanks in part to Hollywood films of the 1950s that made jeans a symbol of youthful rebellion and cool. By the late 90s and early 2000s, L.A. had cultivated a denim culture all its own—one that shaped the industry and set the tone for trends around the world. The city was set up for it:
- Foundational Knowledge: L.A.’s established apparel industry made it possible to produce denim locally, thanks to a deep network of designers, pattern makers and sewing professionals with expertise in high-end construction.
- Innovative Washing & Finishing: A hub of local wash houses and skilled artisans pushed the boundaries of fades, distressing and texture. Finishing techniques became a signature—and helped define the West Coast approach to denim.
- Collaborative Culture: With design studios and product facilities operating side by side, L.A. became a hub for ideas and innovation.
In the last decade, though, much of that production has shifted overseas. What’s at risk is more than geography—it’s the knowledge, craftsmanship and creative ecosystem that allowed premium denim to take root and grow in L.A.
