Album Jeans - Designer Interview

With the success of the label Maise already under her belt, former Top Shop designer Claire Greaves has started a new venture, Album Jeans. Seeing a gap in the market for well priced, understated jeans, Claire has created Album which is due for release in the first half of 2010. We are lucky enough to have Claire take some time out to answer a few questions on her new venture.

Why does the world need Album Jeans?

Album jeans are your faves from the get go. They are soft and comfortable and adapt to their owners style instantly because of their simplicity. The world needs good quality well priced understated and under branded denim

What is the story behind the name?

Album means a collection of things, often your favourite things, a great pair of jeans, an awesome fitting t shirt. People over look these things sometimes but they make you feel good about yourself and show your personality... just as an album does, whether it is music, photos or clothes.

Where are you based?

We are based in Sydney Australia

You have recently just launched, how many retail outlets are you targeting?

We are in the middle of sales at the moment and it is fabulous how well Album is being received for it's first season. We are targeting many different retailers because of the simplicity of the brand, but the marketing and instore promotions that will take place is creating such a buzz among the stores.

How many styles do you have collection have?

For the denim there are 4 styles, which are in 3 different denims. The styles are all unisex, we have the 1st edition which is our classic skinny jean with a mid rise, 2nd edition is our straight boyfriend style jean, 3rd edition is our super skinny ankle crop jean and 4th Edition is my fave, the slouch tapered jean. We then have 9 tees, singlet's, jumpers in beautiful soft and live in feel cottons.

What made you get into denim design?

Denim is my life, jeans are my absolute passion. Ever since I started designing it was a priority. I produced a denim collection for my University catwalk, I co-designed with the denim designer when I designed for Topshop in London and it was the only designing that really gets me excited... you will very rarely see me wearing anything else.

You already have success with your other project Maise, what made want to go ahead with Album?

I wanted to create a more accessible denim brand. I am constantly hounded by my guy friends to design them some jeans... so taking on their suggestions and the want for easy, comfortable everyday denim... Album was created.

Whats your vision/dream for Album Jeans in 10 years from now?

Worldwide appreciation. Album has such a great potential especially in the market today.

Whats your price range?

Jeans are $170AU instore, tees and basics range from $55 - $95.

What makes the perfect pair of jeans?

They mould and adapt to your body shape. They are good quality, resilient denim that doesn't over stretch no matter how often you wear them or how little you wash them.

What projects do you have coming up next?

We are collaborating with some seriously brilliant and well know photographers/stylists/bands/models and the like for the lead up and instore launch of Album... it's VERY exciting. But that is all I can tell you for know.

With the recent economic downturn can you see a slow down in denim purchases?

That is one of the reasons Album was born, through the need for classic, staples, basics that you can rely on and not pay a fortune for. I think denim has held up well in the economic downturn because they are reliable and coveted purchases.

How long would it take to construct a pair of Album Jeans?

From start to finish... I don't know if I can answer that question... it's different for every pair. But around 1 month in order to get the fit, wash and detailing perfect!

What trends do you see coming through for 2010?

The slouch taper jean I think is going to be big, it already is making it's way to over shadow the boyfriend jean of 2009, also the skinny crop jean.

What are your thoughts on the increasing number of celebrities designing their own lines of denim?

Why not, if you can then give it a go I guess.

Who's denim style inspires you the most?

Hands down... Patti Smith

Do you have a particular place you take inspiration from?

I do love a great vintage find, but not really, I spend a lot of time on the internet on blogs and tumblers and inspiration pops up in all sorts of places.

When designing a pair of jeans what goes through your mind?

Fit fit fit, then wearable detailing.

Which brands would you love to see Album Jeans sit next to on the shop floor?

Nudie, Acne, Lee