Brand to Watch: NSF Clothing

 

There's a new kid on the block in the world of premium denim and their called NSF. For those that think there's no more room, I say no way, there is room for everyone in this industry and the longevity of the premium denim movement has more than proven that fact.

The founder of NSF is Nick Friedman (get it) and he has enlisted the help of pal Simon Miller who has seen success with his own namesake line.

The brand is manufactured in Los Angeles and apparently using an exclusive propietary production process that takes nearly twice as long as traditional designer denim with almost twenty steps. The new collection will stick to a single straight leg fit made of 13 oz. Japanese selvedge denim that will come in six finishes. I like that idea and many new brands would be wise to follow this model. Instead of trying to be something for everyone all at once, try being an expert at one thing before expanding into other areas. Signature details will be a "shaped" fly, lined back pockets, gold thread seaming, and tucked-in belt loops.

The jeans retail from $220 for 'Raw' to $395 for 'Nash' and are sold at Ron Herman, Fred Segal and Nordstrom with more listed on their website.