Designer Q & A - Superfine
1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
- L: They're the easiest and cutest thing to wear. You can dress them up or down.
F : They're sexy without being too 'try hard'.
2) Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?
- L: Our identity is strong & our imagery is important to us as it creates a whole look. Our backgrounds make Superfine a little more "fashion denim" I guess..
F: We're London too.
3) Who do you imagine is a typical customer?
- L: I think people with a little bit of a sense of style/fashion. I hope there's a good mix - all backgrounds, ages and sizes.
F: They've probably got a bit of Rock & Roll going on.
4) Which style and wash of your jeans are flying out of the shops the quickest at the moment?
- L: I think our Blondie (with zip), Max (wide leg high waist), Jamie (high waist) do really well. The Liberty (our skinny) is still a big seller too.
F: The black wax jeans (see above) have been a winner for Autumn/Winter 06 - I think we'll see the same with our pearl & silver jeans for Spring/Summer07.
5) Where do you get your inspiration from?
- L: All over... old photos, album covers, posters often feature in our development days...
F: Rock & Roll icons, friends, the street, nights out..........
6) Are there any essential jeans that everyone should have in their wardrobe?
- L: A skinny is good, you can always wear it with your boot over or with flip flops. And I couldn't live without our "in between jean" - Not baggy, not tight. It's slouchy and easy.
F: The ones that make you feel good.
7) What are the first pair of jeans you remember?
- L: Bubble gum jeans!
F: Stonewashed Wrangler drainpipes (1984ish). Worn with a pixie boot & batwing jumper. Of course.
8) What have been your favourite pair of jeans that you have owned?
- L: Before Superfine it was an old pair of Levis and a pair of "Paper Denim and Cloth" jeans...Now i have so many pairs, that changes all the time!
F: Our black wax Liberty jeans are pretty special.
9) What have been your favourite pair of jeans that you have produced?
- L: As above....it changes a lot now. My absolute favourite at the moment is a high waisted wider leg seamed jean...(it's not out yet), The Max jean (black high waist wide leg) and Tommy the in-between jean.
F: They're maybe not 'jeans' strictly speaking, but I'm a sucker for our denim all-in-ones. They're trouble.
10) How many pairs of jeans do you currently own and which are your favourites?
- L: See above!
F: Too many. Way too many. My favourites change with my mood.
11) Are you a "wash your jeans after each wear" person or a "wear your jeans for six months before you wash them" person?
- L: Wash after wear for sure....unless it's a slouchy jean...then the wash can wait!
F: Mostly I like them best after a couple of wears. Then wash.
12) Do you own jeans for different occasions (for instance I have work jeans, smart jeans, weekend jeans, holiday jeans, jeans for going to concerts in, jeans for gardening in) if so what have you got?
- L: Absolutely, yes. Black wax denim suit for dinner, in-between jean for every day, I like skinny and in between for the beach (flip flop wearing jeans), baggy for the playground with my daughter..... it goes on.
F: I probably change my footwear more for the occasion rather than my jeans.
13) Which is your favourite jeans shop?
- L & F: Probably Harvey Nichols or Browns Focus for current & Cinch for vintage.
14) Which celebs are currently wearing your jeans?
L & F: Kate Moss, Sienna Miller, Scarlett Johanssen, Eva Herzigova, Juliette Lewis, Kate Bosworth, The Horrors, The Kooks.....
L: I think it certainly helps...They look great so it's a good advertisement.
16) Who is your current favourite denim icon (male & female). I am thinking the person who has the most denim style?
- L & F : Kate Moss hands down. Her style is effortless.
17) Which character (male & female) from a movie had the most denim style?
- L & F: James Dean in Rebel without a Cause. Steve McQueen had it too.
18) Which person living or dead would you most like to see in a pair of your jeans?
- L & F: The Ramones (all of them) , Iggy Pop & Blondie
19) If jeans had not been invented, what would we all be wearing?
- L&F: We hate to think......
20) And finally, any predictions for denim in 2007?
- L&F: Upward & outward!
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thanks for sharing another great interview
wow, i didn't know two of designers were so pretty. thanks for the interview. oh, i wish there would be one boutique in london near soon.