Agave Denim Q + A: Founder Jeff Shafer

Today's Designer Question & Answer is with Jeff Shafer, Founder & Designer of Agave Denim.

It's a new decade for the designer denim culture, would you please explain what you hope to achieve in this new era?
Separation in the mind of consumers of the true premium makers in the USA and Europe and the imitators and the opportunists coming from China and Vietnam.

Have you reinvented your brand or image?
We are not re-inventing anything Agave has always been about product. As a designer, I have always focused 100% on making the finest denim jeans. In the past, there was no focus on the brand image. All we are doing now is reflecting our customer and showing how we would like to see our product merchandised.

What is changing, if anything, from your prior branding to this new version?
More intentionality. More focus on our image. I used to design my collection and think that the finished product was a sample line. Now the finished product is our imagery. I realized that having terrific product was not enough. We need to present what we make, who wears it and how to wear it. A lot of people think they know our brand but unless they are our customers they don't really know it. Unfortunately, I think our brand is not accurately understood by anybody who doesn't own a few pairs or sell it in their stores.

What are you focusing on for the Spring 2011 season? And for the Fall 2011 season?
Right now we have two major pushes. The first is to build and grow our Agave women's collection. The second is to add younger and more contemporary pieces to our men's collection. My wife, Lauren, has come back this to design from being a stay at home Mom to design our women's collection this year. Fall will be her first full collection. It's an exciting time for us as we are a great team and both of us are fanatical about fabrics and fit.

What has been your inspiration for your current collection? And the brand as a whole?
The inspiration for Agave is, was, and always will be my youth. I grew up in southern California in the '70's. It was the golden age of the "California Adventure" lifestyle. My life evolved around surfing, motorcycle racing, skateboarding, skiing, and scuba diving, fishing and rocking out to Led Zeppelin. During those years, I explored new surf breaks from Baja California to Big Sur. It was always about the adventure and exploration. It was always about jeans and tee shirts. It was always about having fun.

Does the brand have a muse?
Steve McQueen & Ali McGraw.

Are there any new styles that you are very excited about?
For men's my favorite is always our Gold Collection of shuttle loom selvage denim. I select the finest denim in the world and number and sign each pair. They are not for everyone, but people love them. So do I. My favorite is a true plant indigo selvage from Kuroki.

For women's we are thrilled about reaction to our Moda jeggings the fit and fabrics we have are just the ultimate luxury and we have had customers write to us and tell us how much they love the fit and fabric. The coral pink jegging that we have in for Spring/Summer has been a real hit at retail.

Yes, I LOVE THESE!

Which style cut and/or wash has been the most successful overall for your brand?
Our most successful men's jean is our Gringo Leucadia Flex. It's a relaxed straight leg in Japanese pure indigo denim with 2% polyurethane for stretch.

What is your personal go to style of jeans?
Classic fit, straight leg, button fly, selvage. Once again.... these. :)

What sets your brand apart from all the other multitudes of denim brands out there?
There is no bull shit. We are an independent owner-designed and operated company. I started Agave in my living room with an idea and $200,000. I pick the fabrics and sign the checks. We represent the American dream. The artists dream.

What design feature, detail or asset is unique to your brand, if any?
Lauren and I are both fiber driven designers. To me it starts and ends with the denim itself. I spend more on denim fabric and less on packaging and washes. The appeal of Agave is not on the rack or hanger. The appeal in Agave is that they become your favorite "go to" jeans.

How long has your denim brand been in operation?
Since 2002

At what moment (i.e. celeb wore them, cut/style blew up) did the brand really take off and become successful?
Agave grew from $250,000 sales in 2003 to $10,700,00 in 2010. Like the Agave plant itself, it spreads slowly like rust.

How great of an effect does it have on your brand if a celebrity is spotted in your denim brand?
Unfortunately a lot. Because often times this is paid for by the brand and not something that happened organically or that the celebrity would pay for themselves. We don't play that game.

Who do you imagine is your typical customer?
Man or women, aged 25 to 50, who wants to wear denim that is effortlessly cool and elegantly sexy.

Any mere mortal, celebrity or cultural figure (living or departed one male and one female) would you most like to see wearing your denim?
Steve McQueen & Ali McGraw.

How many pairs of jeans do you have in your personal collection?
About 100.

In your opinion, what is the worst denim crime?
Taking fine Japanese or Italian denim and cutting holes or bleaching.

What is the first pair of jeans that you remember?
Levi's 501.

What is your brand slogan, philosophy and/or mission statement?
Agave exists to design and produce the best tailored, most beautiful and highest quality denim jeans, authentically sewn and hand finished exclusively in California.

Does your brand do any good works or favor a particular charity?
We do work with Fashion Delivers, Heal the Bay, Surfrider Foundation, Sierra Club and others.

Who/What/Where are your favorite denim retailers and boutiques?
Japan. Enough said.

Collaborations are the new black; will your brand be partaking in this particular industry trend?
I think most collaboration is marketing gimmicks.

What denim trends do you forecast for your brand and also the denim industry as a whole?
We will have a continued emphasis on sustainability. Primarily through water reduction and limiting harmful effects on the environment.

Is there anything else you would like Demonology's dedicated readers to know about your denim company?
Agave is a West Coast life brand represented by friends, artisans and passionate people who stand for courage, integrity and full self-expression.

Jessie: 23/06/11