Paris-based Notify Denim is finally coming to America, making a play for a piece of the U.S. denim market. Only available at specialty boutiques in the U.S. until now, the label has opened a fantastic showroom in New York's garment district.
Notify designer Maurice Ohayon has long been a pioneer of inventive denim washes, superior fits and exacting cuts. For Notify, he merges his forward approach with old-world craftsmanship and handmade details. Last week, I stopped by the showroom to photograph the collection. While this post focuses on the showstoppers of the line, Notify has a strong business in core fits and washes for those looking to find (and stick with) a standard favorite.
In collaboration with Manish Arora, creative director at Paco Rabanne, Notify is launching a series of hyper-color jeans, some with white-to-fluorescent ombré treatments. This couture alliance is the latest of Ohayon's. He has also advised and developed denim lines for Stella McCartney and Karl Lagerfeld.
The label's dyed railroad stripe jeans are sure to be big-sellers come spring. The simplest things are the most effective, and this easy color update to hickory denim is something that I've yet to see done well this season.
Notify's super lightweight suede jeans feature razor-thin suede bonded to cotton to create breathable and form-fitting cuts. Washed-down surfaces, zipper hems and some paneled construction gives a motorcycle feel to these luxe, feminine pieces. The firm's gold leaf and pearlescent spray surface techniques are also key standouts.