Denimology

Designer Q & A - YMI Jeans

This week's Designer Q & A is with David Vered, Designer at YMI Jeans.

1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
Jeans are a lifestyle (period). They are the easiest, most comfortable and practical piece of clothing to wear. Jeans can be worn sexy and/or casual. They will always be a timeless piece of clothing.

2) Last time I counted there were over 200 brands of premium denim jeans, what makes your jeans stand out from the rest?
We are very passionate about our brand. We pay close attention to design and detail and are industry noted for our overall fit and affordable price; these areas set us apart from our competition. We want girls to feel comfortable and sexy when they put on a pair of our jeans.

3) Who do you imagine is a typical customer?
The teenage girl who wants to be in her 20's and the women in her 30's who wants to be in her 20's again. We have found that our consumer range is broad and women of all ages are wearing our jeans.

4) Where do you get your inspiration from?
I get inspired by watching people on the streets in big cities when I travel around the world. Also, I get very inspired by watching movies and window shopping.

5) Which style and wash of your jeans are flying out of the shops the quickest at the moment?
At the moment a lot of our dark wash skinny jeans are very popular in addition to our distressed rip 'n' tear styles, which have been and are currently very successful.

6) Are there any essential jeans that everyone should have in their wardrobe?
A dark wash is always the most flattering and a skinny jean is an essential to have in your closet for its versatility.

7) What are the first pair of jeans you remember?
When I was young I had a pair tight fitting jeans that were like the ones worn in the movie "Saturday Night Fever" and I would always wear that pair on Friday nights and the rest of the week they would stay folded in my closet.

8) What have been your favourite pair of jeans that you have owned and why?
see question #10

9) What have been your favourite pair of jeans that you have produced and why?
In 2001 YMI produced a style of jeans with full potassium blasting in the front and down through the knee and everyone loved them because of this wash. They were similar to the original 7 For All Mankind wash at the time.

10) How many pairs of jeans do you currently own and which are your favourites?
Approximately 30 pairs; my favourite are MEK Denim (and you could tell that to the owner of MEK Denim, Kevin Chan).

11) Are you a "wash your jeans after each wear" person or a "wear your jeans for six months before you wash them" person?
Yes, wash after every wear because I wear them for different occasions.

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?
Absolutely, I have jeans for every occasion.

13) Which is your favourite jeans shop?
Nordstrom

14) Which celebs are currently wearing your jeans?
The Veronicas, Hayden Panettiere, Brittany Snow, Ashley Greene, Aimee Teegarden, Alexis Dziena and Kimberly Caldwell.

15) How important big an effect does it have on your sales when a celeb is seen wearing a pair of your jeans?
Very important, depending on the calibre of the celeb. It is all about brand recognition and creating a buzz with the celebs and relaying this to the consumer. Many people get inspired by their style.

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

17) Which person living or dead would you most like to see in a pair of your jeans?
Angelina Jolie and Megan Fox.

18) What is the worst denim crime?
Not wearing denim enough.

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

20) And finally, any predictions for denim in 2009?
We are going back to 2001 with potassium washes; their possibly coming back!