Xray Jeans Fall 2010 Lookbook

A few days ago I visited the showroom of Xray Jeans and it was a reminder that, although denim is just one category in the apparel/retail/fashion universe, it has so many niches, trends and functions, that it can literally be it's own entity. Remember when LA Fashion Week had a day of just denim shows? Those were the days. Anyhow, the reason why I say this is because Xray Jeans isn't following the prescribed trends pushed by other, more mainstream, denim brands. Instead, they just do what they like.

Made up of a team of four people, Xray Jeans is headed up by founder Jack Hara, a molecular biology and genetics major, who in spite of having a natural talent for a subject many of us would find headache-inducing, felt a calling for denim that compelled him to launch the company in 2004. Jack trawls various locations drawing inspiration from his surroundings, then passes on his ideas to his staff. As a result, the line is marked by jeans with a lot of distinguishing characteristics, in particular the eclectic back pocket details. No two styles are even remotely alike. On display were jeans with a simple indigo wash, a look most men can wear, to black jeans with a heavy wax coating, a style for the more daring. Also on display were a pair of atypical tie-dyed jeans where the effect was so hazy they almost looked sueded.

The brand's approach of marching to their own drum has garnered them a solid following. In a relatively short time, and with little press, Xray jeans has been picked up by Nordstroms, is sold at Buckles and has it's own section in Macy's Herald Square. They will also be launching their own e-tailing site on xrayjeans.com. The small staff, as well as a commitment to producing little waste, allows the brand to transfer those cost savings to the consumer. Because of this, their merchandise is very affordable, retailing at $98 for jeans and $98 to $148 for outerwear ---the lower price points for premium denim.

As with many denim brands nowadays, Xray jeans offers sportswear, with shirts and outerwear designed in the same eclectic aesthetic as the jeans. They are also expanding their brand by offering a childrenswear line for Fall just in time for Back-to-School and working on a womenswear line for the near future. 

 

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