Private Stock Denim Company Spring/Summer 2011 Preview

 

It's one thing to visit the veterans and the giants of the denim industry. It's a given that you're going to see a tried and true design aesthetic that, although evolves over time, is consistent and appeals to their fans. It's another thing, however, to visit a fledgling brand. After years of talking about denim, I can honestly say that they usually fit into one of two categories. The first type is the brand that is spurred on by the momentum of the denim movement and whose sole purpose is not to make a mark for themselves, but to capitalize on it. They usually gain inspiration from current, popular trends and offer nothing new to the market. Eventually these brands fizzle out after a season or two. The second type is one that has all the potential in the world due to a certain level of authenticity and a willingness to experiment. They are knowledgeable about denim and take advantage of the fact that they are not restrained by a corporate machine. These brands, although not as prevalent as the former, are more likely to make a name for themselves and grow a solid, loyal customer base. Recently I visited the New York City showroom of Private Stock Denim Company to preview their inaugural collection. As I headed to their offices, I wondered to myself which category this brand was going to fit into. When I walked in I could tell that it was most certainly the latter.

Private Stock is the brainchild of Jon Koon, who has the most interesting background. Koon, who is from China, became a millionaire at the age of 16 upon entering the auto industry. What he did was so specialized, and I know so little about cars, that I won't even attempt to try to explain it, but because of his success he was dubbed "The Golden Child". He expanded his savvy business acumen into other areas, eventually trying his hand in manufacturing ---opening up two companies that held the licenses for a wide range of heavyweights like Akademics, Levi's, Domenico Vacca Denim, Pro-Keds and Wal-Mart.

Now at the ripe old age of 27, Koon is launching his first line and making us all look like underachievers. Private Stock is a menswear collection made of selvedge denim that has the perfect mixture of ingredients for a brand that is trying to establish itself. The first ingredient, the silhouettes, are largely the popular slim-straight fit that looks great on men of most body types and can be worn with just about anything. The second ingredient, the finishes/washes, are hand done and have just the right amount of variety; raw indigo, worn/abraded and aged pieces which are not over the top, but just right and are sure to be appealing to denim heads and average consumers alike. The third ingredient, the details, add hidden gems on each item that will keep the wearer in a constant state of discovery. Small details like the red lining on the yoke and pockets, the "Private Stock" repeat woven close to the selvedge edge or the nondescript hook that allows you to attach a "contraband" pouch ensure that the wearer will find something new everytime they put them on.

To round out the line, there are a small offering of modern prep shirts and outerwear, as well as duffle bags, backpacks and a customizable camera bag with a puffer aesthetic, all of which are complimentary to the collection.

Look for guys wearing head to toe Private Stock when the line hits stores this January