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April 22, 2007
Genetic Code
The denim market is beyond saturated. Wading through all the gimmicky brands is an endless and demoralizing task. But that didn’t stop Genetic Denim co-owner Ali Fatourechi, who set out in a U-Haul to solve the denim dilemma. Fatourechi traveled to hundreds of college campuses, hosting denim sample sales (and he’s got the wild stories to prove it). He noted which cuts were most flattering and washes most popular, and realized quickly that confidence made all the difference in girls’ appearances. So with club owner Scott Sartiano and denim veteran Shaun Hurley, Fatourechi created (and then recently recreated) Genetic Denim. The collection offers the Recessive line for mini ladies, Dominant jeans for those with curves and no crazy low waistbands at all. (A pair of baggie Dominant jeans are hot on a skinny body as well). Genetic's denim Leggings are the newest rage, but look out for Sailor Pants and dramatic 24-inch wide-leg Twisted Seam jeans next. Plus, the Cobalt wash is a nod to worn out Levi's, and a must-have. Perhaps the line’s biggest statement, though, is their rejection of celebrity gifting. Because they refuse to give in to the excessive trend, A-listers like Sarah Jessica Parker and J-Lo have been heading to Curve and actually (gasp) paying money for pairs. Now that is a miracle of Genetics. $160-$240, Ron Herman: 8100 Melrose Ave., (323) 651-4129, Curve: 154 N. Robertson Blvd., (310) 360-8008, Photo credit: Retna.
What’s your favorite denim line? Let us know at The Stylephile!
April 22, 2007 in OPENINGS/LAUNCHES | Permalink
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