ACE OF JEANS
Jeans are virtually everywhere, but donning a speciality, streetwear or designer brand at various price tags may all look the same. Product differentiation had Guillaume Rava and Bertrand Boll creating standout designs under the Ace Denim brand, recently launched in Bangkok at King Power Mahanakhon.
“We want our jeans to be immediately recognisable and in one second people will notice that it’s Ace Denim,” Rava said.
While the denim trend has turned to stretch technology with elastic fibres for a second-skin fit, the designer duo revisited the roots of jeans, which initially were sturdy riveted work pants, in embodying their products with a strong, original touch.
Premium-quality fabrics that are all from the same base, double-twined and twisted, with 98% cotton and 2% elastic, are used in making the comfortable and durable jeans for men.
Washes also make each pair of pants unique, with the washing techniques renewed every season to deliver more sophisticated products with a luxurious feel.
Hallmarks include galvanised copper as the colour of metal elements including buttons, rivets and zips as well as packaging and lettering on the label.
“Copper is an industrial material that’s closely associated with the origins of jeans,” Rava explained. “This choice of colour reflects an alliance between industrial roots and modernity, with the galvanised finish lending a luxurious look.”
Other signature components include modern silicone labels and embroidered detailing in a range of colours.
“The logo embroidery is discreetly on the back. It can be a contrasting colour or tone-on-tone but the latter is still noticeable,” said Boll.
Colour accents further include metallised shank buttons, chained-stitched hems and inner fabric, not to mention hidden pop-art details.
“Easier to fasten and unfasten, the shank button is another luxurious element. We’re working on the next collection with a zipper, to cater to certain markets preferring this type of fastener,” Boll noted.
Special collaborations with artists, like Paul Sibuet and Alec Monopoly, have also provided limited editions for a select group of customers. Handcrafted in Dubai, the men’s designer jeans are delivered with matching bracelets that make collectibles with the beads in various colours and materials.
“You can collect our jeans as well as the bracelets,” Boll enthused. “When you’re not wearing the jeans, you can always wear the bracelet, which identifies you as a member of the Ace Denim community.”