A Selvedge Story

creative director, copywriter, photographer, stylist

When we launched our jeans, the main question we got was “how do they break in"?”… and with so many ways someone could treat them, we couldn’t really answer it exactly. What we did was keep track of our own guys who wore them firsthand, guys in the warehouse, the guys on the sales floor and in the office. The more that our staff that kept buying them and breaking them in, the more we could show our jeans to our customers. For such a specific item that changes with wear and wash, we felt it was important to note how long the owner had the jeans and how they washed them.