Prey for the Hunted

While denim wear was born in America over  150 years ago  it is today’s premium denim craze that is as American as Apple Pie.  Levi Strauss & Co. was founded in 1853 when a young German moved from Bavaria to San Francisco. He started making rugged overalls for railroad workers made out of a cotton twill loomed in a special way creating a durable fabric identified by its unique diagonal ribbing.

While denim fabric continued to be used in many apparel items it wasn’t until the 1950s that jeans became fashionable in America. As the jeans phenomenon exploded in the 50s and 60s Levis updated there production facilities to keep up with demand.

Fast forward to 2003 and jeans are still a staple of American fashion. In keeping with the American sentiments of individuality and excess the notion of premium denim was born. Jeans which were accepted as a mass produced workwear items that cost $20-$30 were reborn as fashionable pants that defined personal style and cost between $200-$300. New brands were born with the mission of creating unique and exclusive denim using many of the storied original production methods.

Raw Denim and Selvage Denim