Double M - Upmarket Indie Jeans

Double M is a new denim brand founded by a Millie Monferin who has quite a track record in the jeans industry. He worked at Levi's where he was responsible for their 501, Red Tab and Vintage collections, then he went onto Lee where he created the 101 Collection and finally he became President of Japanese brand Edwin in Europe. This is obviously a guy who knows a thing or two about denim.

His new brand Double M has been developed with "Indie-Thinking, True-Talking and Unparalled-Passion which I think is marketing speak for no-nonsense, high quality jeans for people who know and love denim. The Fall/Winter 2008 collection features two styles for each sex - slim and regular for guys and skinny and regular for girls both of which feature futuristic fits that they hope will appeal to both denim-heads and the fashion savvy. I can definetly see these jeans being a bit hit with indie-kids who have tired of their Cheap Mondays and want to move a little upmarket.