Designer Q&A : Level 99

This weeks Question & Answer is with Susan Woo of Level 99 denim whom we've interviewed before and decided to catch up with and see what stands the same and what has changed in the last couple of years in her world of denim.

1) Why do you think after 200 years jeans are still one of the most popular items of clothing?
The dominance of American pop culture is prevalent here. The very influential culture rears its head especially in fashion and denim is such an iconic staple in American fashion.

2) Last time I counted there were over 200 brands of premium denim jeans, what makes your jeans stand out from the rest?
Premium quality, style and fit at a good price. Nothing in the collection retails over $100, but you would never know based off of the quality and fabrics used. When we lowered price points we definitely did not sacrifice the most important aspects of a pair of jeans: fit, fabric, and quality.

3) Who do you imagine is a typical customer?
A busy, modern woman who wants versatility and effortless elegance to transition from day to night.

4) Where do you get your inspiration from?
Flea markets, certain runway shows. My inspiration comes from all over.

5) Which style and wash of your jeans are flying out of the shops the quickest at the moment?
TL2580, Lily skinny straight in Bolt wash - 4pkt denim legging skinny straight.

6) Are there any essential jeans that everyone should have in their wardrobe?
One clean, dark pair and your very own worn down vintage jean.

7) What are the first pair of jeans you remember?
Jordache, late '70s.

8) What have been your favorite pair of jeans that you have owned and why?
My Level 99 Janice 4pkt denim legging for its comfort and versatility.

9) What have been your favorite pair of jeans that you have produced and why?
The Lily skinny straight because it flatters all figures and I think this is most important as every woman wants to feel comfortable and sexy in their jeans.

10) How many pairs of jeans do you currently own and which are your favorites?
Too many to count. My Level 99, Eva 5 pocket skinny jeans in dark rinse.

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 certain clean, dark rinse jeans and wash the rest in cold inside out, lay flat to dry.

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?
I make sure my jeans are versatile - I own a lot of different pairs but I also want each of them to be able to work for many different occasions if necessary.

13) Which is your favorite jeans shop?
American Rag.

14) Which celebs are currently wearing your jeans?
Katherine Heigl, Nikki Reed, Eva Longoria and Jessica Alba have all wore Level 99 out recently.

15) How important/big an effect does it have on your sales when a celeb is seen wearing a pair of your jeans?
Celebrities are mixed for us. We love when they wear our merchandise and the exposure they help generate is undeniable but our girl doesn't seem to be swayed much by celebrities and their style. She's an individual, with a unique style and flair all her own, so we find celebrities have more of a reinforcing effect on our sales rather than an explosive result that sometimes you see when celebs wear clothes.

16) Who is your current favorite denim icon (male & female). I am thinking the person who has the most denim style?
I do not have a current favorite denim icon because I refer to celebrities to see what is trending.

17) Which person living or dead would you most like to see in a pair of your jeans?
One of the three original Charlie's Angels.

18) What is the worst denim crime?
Ill fitting jeans - that's the worst. I don't want any girl to have to wear an ill fitting jean, which is what I aim to prevent when I design

19) If jeans had not been invented, what would we all be wearing?
Different versions of cotton stretch twills/canvas which offers comfort, versatility and endurance.

20) And finally, any predictions for denim in future seasons.
I see slouchy slim silhouettes for the immediate future.

Jessie: 20/05/10