Denimology

Designer Q & A - Level 99

This week's Designer Q & A is with Susan Woo, designer at Level 99 denim.

1) Why do you think after 200 years jeans are still one of the most popular items of clothing?

Versatility and comfort.

2) Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?

It is a good mix of classic and modern.

3) Who do you imagine is a typical customer?

Hip, current and owns more than just one jean.

4) Which style and wash of your jeans are flying out of the shops the quickest at the moment?

We are in the process of shipping our first production run to retailers.

5) Where do you get your inspiration from?

Flea markets

6) Are there any essential jeans that everyone should have in their wardrobe?

Straight legs in a good, dark wash

7) What are the first pair of jeans you remember?

Levi’s

8) What have been your favourite pair of jeans that you have owned?

An original pair of Helmut Lang

9) What have been your favourite pair of jeans that you have produced?

Level Jeans, of course!

10) How many pairs of jeans do you currently own and which are your favourites?

Too many to count. vintage Levis

11) Are you a "wash your jeans after each wear" person or a "wear your jeans for six months before you wash them" person?

I dry clean to preserve the color of the indigo but not after every single use.

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?

Vintage for weekend running around and dressier finishes for evening.

13) Which is your favourite jeans shop?

American Rag

14) Which celebs are currently wearing your jeans?

We are preparing to send out specific styles/sizes to a wide range of a list celebrities and stylists.

15) How important big an effect does it have on your sales when a celeb is seen wearing a pair of your jeans?

If the celebrity is hot and the branding is obviously showing or mentioned, it makes a huge impact.

16) Who is your current favourite denim icon (male & female). I am thinking the person who has the most denim style?

Kate Moss and Tom Ford

17) Which character (male & female) from a movie had the most denim style?

James Dean in Rebel Without a Cause

18) Which person living or dead would you most like to see in a pair of your jeans?

John Lennon.

19) If jeans had not been invented, what would we all be wearing?

Other cotton or linen type items.

20) And finally, any predictions for denim in 2008?

‘70s retro styling