JEFF RUDES

CO-FOUNDER, J BRAND AND CEO, L'AGENCE

First, design: we stitched the front pocket down on lightweight jeans to avoid a pocket lining. This made the jean look cleaner. Second, fabrics: the technology, including stretch, improved significantly and denim has almost 100% recovery and a soft touch. The technical fabrics make certain products successful. Last but not least, the fits: it is the period in which the jean is made that makes it exciting and new. Low rise was abandoned and today’s jeans go towards high rise. Leg openings have an influence on fit, which has changed accordingly, e.g., wide bell bottom or flare, mini-flare, cigarette, skinny or to the ankle. The outfit is created around the jean and the footwear worn with it, and so the jeans have to be merchandised to attract the right customer.