Thursday, 14 August 2008

Bring earnest back...

As American as apple pie, and as iconic as, well, blue jeans, New York label Earnest Sewn is the premium denim saviour bringing  earnest, uncompromising integrity back and reviving the fading mystique of the craft of jeans-making.

At the forefront of it all is jeans-purist, designer Scott Morrison, whose unprecedented dedication to quality, authenticity and workmanship results in a denim line that's fit and finished to perfection, with a vintage, lived in look and a bespoke, second skin feel.

A traditionalist that opts for classics over trends, Morrison reveals the latest collection of Earnest Sewn jeans due to hit our shores and stores shortly. True believers will be inspired by the women's Decca style, a slim fitting, rockstar denim idol jean.  And for the boys, Fulton - a classic men's bootcut in XX wash is denim that proves to be laidback and cool. The latest range have a clean, rustic simplicity, and an uber-flattering fit, preserving and reinvigorating the all-American staple.

Gone is the assembly-line manufacturing process, only three people handle each pair of jeans during production.  Each pair, slowly and meticulously crafted from a selection of limited edition specialty denim, with hand-finished detail is a one-of-a-kind masterpiece. The finished product is then stamped and signed by three craftspeople, along with Morrison himself, as a mark of commitment to the quality of the product. This is the real deal in eco style - denim crafted to stand the test of time.

An A-list cast of celebrity followers attest their devotion to the label including Scarlett Johannsen, Kirsten Dunst, Ashley and Mary-Kate Olsen and Jake Gyllenhaal all religiously sporting Earnest Sewn jeans.

The Spring Summer range of jeans is available in store from September 2008 from That Store (Paddington (NSW) and Prahran (VIC)) or for additional stockists contact 02 9698 9907.

Max wears Fulton, Madeline wears Decca

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