Pittsburgh-based Revtown now makes jeans for women
Since Revtown launched its line of denim and coordinating shirts for men in early 2018, more than a third of its sales have been to women buying something special for the guy in their lives.
That prompted questions, recalls CEO and co-founder Henry Stafford.
“Why can I get this for my boyfriend, but I can’t for myself? When are you coming out with women’s jeans?”
The Pittsburgh-based brand now sells jeans for women on its website, revtownusa.com. It offers three fits: skinny, high-rise skinny and high-rise straight (dubbed the “modern mom jean”) in waist sizes 24 to 34. Each pair is $79.
Beyond its direct-to-consumer website, Revtown men’s jeans also are for sale at select Nordstrom locations across the country (including at Ross Park Mall) and on the store’s website. In time, Mr. Stafford hopes to get the women’s jeans into Nordstrom stores, too.
Revtown’s top city for sales is San Francisco, while Pittsburgh also is near the top of that list, he says.
From its conception, Revtown has been on a mission to make the world’s most comfortable jeans. They’re designed in Pittsburgh, with resources in Los Angeles and fabrics from Italy, and are made in Guatemala. The denim is
sustainably dyed using shrimp, nutshells and orange peels.
The result is not only a pair of jeans that looks good but also feels good to wear, Mr. Stafford says. Designing denim for women, though, wasn’t as simple as duplicating the men’s product. The process started with doing research and listening to what women wanted.
“The two biggest things we heard was comfort and confident,” says product architect Jennifer Carcich, who has 20 years of experiences working on product for brands such as Under Armour. “Let’s say they found something at an accessible price point. It was not lasting for the time they had been hoping for. There’s slipping, fabrics were wearing down and bagging at the knees or bagging at the hips, and gaping at the waistline.”
Revtown’s denim strives to eliminate those pain points by combining a premium structured fabric with the lift, stretch and flexibility of performance wear, Ms. Carich explains.
“If you’re building a great pair of leggings, you want them to lift, hug, support and be distraction free,” she says. “We took that kind of approach while we were building this denim.”
To help women find the right fit, the Revtown website includes a digital tailor that prompts shoppers to answer questions about their height, weight and usual pant size. It uses that information to make size suggestions for Revtown apparel.
Even though the new line is for sale, that doesn’t mean it’s complete.
“We’re going to continue to listen to the customer and get feedback on our product and what else they want,” Mr. Stafford says. “We’re also continuing to refine how we reach our customer from a marketing perspective because still there’s a majority of people in the country who don’t know about us.”