Battle of the Toosh
|September 23, 2012||Filled under Bloomingdale's, DL 1961, EDITORIAL, Neiman Marcus, Saks 5th Avenue|
Battle of the Toosh DL 1961: West Coast vs. East Coast from Coffee to Rappers there has always been a rivalry between the two and which coast is doing it better and who did it right; first. Bringing us to the battle of the toosh’s… and a denim brand that stands out.
Remember back in 2008 when creativity was thriving amongst some nasty rumors that the economy was going to tank- rumor turned to truth and creativity turned to financial management. Specialty store doors began closing shop and it was no longer about throwing a “whim” into the market place to see if it would work. Frankly, I feel it was a blessing in disguise to get rid of the riff raff while making the leaders step it up a notch- in an oversaturated apparel market. Let only the strong survive and infuse innovation to allow products to reach new heights. All able to be done by having the passionate creator and passionate banker fight for market share. It was a tough time for entrepreneurs. Being one of them myself in ‘09 trying to do my part to keep doors open and keep great product in production. A success story worth highlighting is the birth of DL 1961. Most have never heard of the brand and think it is a division of Diesel USA. Let’s address this first. DL 1961 has NOTHING TO DO WITH Diesel USA or 55DSL the juniors Collection of Diesel. I am here to clean your denim palate and introduce you to a brand that has one of the most loyal clientele I’ve ever come across.
Thanks to DL die hards; this denim brand made it through the rough spot and is an established in the denim industry only a mere 4 years later. It all happened in New York City where everyone has a dream and Maliha Almed had a mission to create “the perfect fitting jeans” not so far off from every denim brands mission. Thankfully there are enough body types for several denim brands to live true to their mission. So, you might ask what makes these jeans so different that they have brand loyalty? Well, it all starts with the shape difference of a West Coast and East Coast derriere. Didn’t see that one coming did ya? I’ve been in New York a year now and my body has completely morphed to a new shape. I’m still not sure how I feel about it but for a brand that most likely-unknowingly- tapped a market for the low, tone, heart shape vs. the strong round curve that you’ll find being created in gyms trailing down the Pacific Coast this is a worthy topic of conversation. Daily squats are not part of the NY lifestyle. It’s more like running stairs from platform to platform through the subway tunnels and chasing cabs from Greenwich Village to Mid Town. Different lifestyles lead to different shapes, needs and product specifications are highlighted by some innovator that has the drive or enough frustration to create the solution to a shared problem. You’ve heard it before “it is NEVER a bad time to start a GOOD business”.-Jeff Shafer
Thanks to Maliha; owner and Creative Director or DL 1961 and her husband Faisal developed something pretty special that made the women of The Big Apple clutch their DL 1961 jeans and fueled this dream on to Melrose Avenue from Mercer Street. Both having a soft spot for Pakistan and a love of New York ended up getting sucked into the world of indigo and should be proud that they run their business with strong ethics and stay true to their heritage. To me this is the most powerful and important aspect of any brand. Know who you are. Stay true to your value structure and always be authentic and somewhere along the way make a difference. Maliha wanted great fitting jeans… like most women we are always on the search. Thankfully, she took it a few steps further by creating DL 1961 jeans; and keeping production in her home country. DL 1961 stands for Denim Limited and 1961 is the owner’s birth year now if that is Faisal or Maliha’s birth year I’ll never tell.
Made at home in a denim mill that is renowned for its innovation and technology located in Karachi, Pakistan. One of my dear denim friends, generally referring to me as the Denim Princess is a denim head himself with an astonishing amount of milling knowledge- holding this specific factory to his highest standards and in sharing his expertise also shared many of the most beautiful pictures from around town. Truly, I didn’t know much about the country beyond the tid bits of politics I run across while surfing through landing browsers at 3am researching denim details. Through several mini interviews we went through all the workers compensation, expectations, production processes and safety standards even a little bit about the people making the denim into jeans. Be assured they are very passionate about what they do and are doing a great job making exquisite product. They were one of the 1st organic certified mills, focus on Pakistani grown cotton, they use air jet looms and the Italian rope dying process. Denim heads will always be united with the quest for blue perfection. Don’t you love that passionate people are making jeans and their love for the art is being woven into the denim.
Maliha didn’t just wake up one morning and deiced she liked jeans enough to make them she is quite the denim industry veteran in love withal the fine details that go into the production process. She finds great pleasure in discovering new technologies like X-fit; I wonder what she’ll be up to next. It all started by believing jeans do not have to have an age limit but should always be mindful to your shape.
It all starts with the fabrication… not your typical 98-2 cotton/spandex blend. A little cream in your coffee? “DL1961 Premium Denim is the only brand in the market to exclusively feature jeans made with the innovative 4-WAY stretch XFIT LYCRA® fabric. A fabric that not only molds to each individual’s body but boasts 90% shape retention. XFIT LYCRA® means the end to jeans that sag, bag of” the fabric on your butt.. “It is crafted from a cross-weave technology and this patented stretch formula creates 90 percent less pressure at the joints, inseam and back rise. Resulting in a high performance denim with 360 degrees of movement that will never lose its shape. DL1961 Premium Denim is a vertically integrated brand that is family owned and operated; producing garments for over three generations. It is because of their expertise in denim, their passion for cutting-edge technology and their massive global network of production facilities that they were able to create what is now fittingly called the most revolutionary brand on the market”- DL 1961. Like every good brand they are trying to save the world in their free time; I know I am!
DL1961 Premium Denim has partnered with Pencils of Promise in an effort to educate the 61 million children without access to education around the world. “We vow to donate a portion of online sales to Pencils of Promise for every pair of denim sold between June 1st and August 31st, 2012.” “Pencils of Promise believe every child should have access to quality education. They create schools, programs, and global communities around the common goal of education for all. Believing education creates opportunity and the expansion to every child across the globe. This is the greatest tool for societal development. Right now, there are 61 million children without access to education. Their Promise: 100 Schools in 2012, because it only takes $25 to provide one year of sustainable education to one child. To learn more about PoP’s work, click on the following link: http://www.pencilsofpromise.org”-PoP So the battle of the toosh will continue just as any high school rivalry and through the competition of bringing new technologies to market, more jeans to add to our collection and hopefully it will inspire more denim addicts to become entrepreneurs to express their perception in a few shades of blue and help a few hands along the way. Thank you to all the denim heads, Indigo addicts and loyal denim consumers that keep doors open, looms weaving and the passion for jeans thriving. It is only because of you any of us exist!
Always devoted to denim,
Your Butt Therapist
DL 1961 Glossary:
XFIT LYCRA® (n): 1. the patented 4-way stretch material that provides the perfect fit 2. the only known cure to the fashion condition commonly known as saggijeanitis (see below)
Saggijeanitis (n): the condition of having, owning and/or wearing ill-fitting jeans; may result in extreme fashion emergencies and unflattering outfits. Cross-weave technology (n): the unique formula by which XFIT LYCRA® is woven within the denim fabric to provide 360 degrees of comfort.
90% Retention (n): the ability of DL1961 denim to maintain its original shape after multiple wear X-FITism (n): the state, activity or complete obsession with the DL1961 fit.
DL-ed (v): the act of exclusive conversion to the DL1961 brand and refusal to wear any other denim.
The Denim Movement (n): the revolutionary movement inspired by the loyal DL1961 fans (pretty fricking COOL- check it out!
Spring 2013 a peak inside…. and what is Modal?
I think it’s best if I let them do the talking here! Modal is a natural fiber that is 50% more absorbent than cotton making is perfect for the spring/summer 2013 season.
“Not only does it have gorgeous silk sheen but molds the body better than any other fiber. Modal + XFIT Denim DL1961 is known for being pioneers in XFIT technology. We have now taken denim a step further by combining the XFIT fibers with the modal fibers. This creates the ultimate fit, shape and feel; making it the most superior product on the market today. In past seasons, XFIT is what gave us an advantage over our competitors. With the introduction of Modal+XFIT Denim we blow all of them out of the water. There is really nothing else like this on the market, period. The Ethic For our spring twills we have crafted a fabric using Dual Flex Technology and Modal. This ensures that the DL Spring/Summer twills have 99% shape retention all while still being extremely breathable and lightweight. The Dual Flex Technology gives the garment a power stretch making our twills one of the most”- DL1961
And now what you’ve been waiting for….MY PICKS
1914 Amanda in Ruby
- Zip Fly
- Front Rise 8.25″
- Leg Opening 11″
- Inseam 31 “
- 55% Cotton, 45% Polyester
- *PLEASE IGNORE THE NASTY SHOES SHE’S WEARING!
- Front Rise 10.5″
- Leg Opening 17″
- Inseam 34.5 “
- 55% Cotton, 45% Polyester
Now- go find your new jeans!