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An Exclusive Q&A with Fidelity Denim

When you fall madly in love with a denim brand, you just can’t help but be loyal! Perhaps that’s the story behind Fidelity Denim‘s name. They stay true to the blue with their fabric, fit, and finish. They have an endless variety of basics with unique seaming, dual stitch color, and aged hardware for both men and women that give a distinct character to their line, making it very hard to cheat on (sorry, we can’t help ourselves from making fidelity puns!). Read on to hear what designer Jason Trotzuk had to tell us…

Denim Therapy: Lets start from the beginning. How did you know you wanted to be a designer?

Fidelity: I started with hand painting blue jeans in my parents basement. Selling them on Robson St in Vancouver at a few hundred dollars a piece. It eventually led me to my love affair with denim and I started up my first company. I founded Fidelity in January of 2005 and the rest is history!

DT: Are there other denim brands you consider your immediate competition? How do you differentiate yourself from the hundreds of popular denim brands afloat right now?

Fidelity: NO immediate competition to speak of, we feel that our fit and quality is high above the rest. We have an incredibly loyal following which I believe is a true result of our amazing product.

DT: Do you have any pre-designing rituals?

Fidelity: MUSIC…a pre design ritual is getting a heavy dose of get all fired up and kick the shit out of the fashion norm…. My always dependable go to favs are AC/DC, Led Zeppelin, Van Halen…newer stuff that gets me going are the Black Eyed Peas, Arcade Fire, Keisha…anything that gets your heart pumping

I always like to sit down and review the past few seasons of Fidelity’s fits and washes. From there I review current trends and runway fashions while continuously thinking about culture and lifestyle of our customer.

DT: Describe the person who represents your ideal target customer—the customer you have in mind when you’re planning a collection.

Fidelity: I would say that our mission is to design premium product that incorporates style, fashion and quality.

DT: Can you give us hint about what’s next?

Fidelity: Our current Spring line is heavily influenced by the 70s, the Summer line goes with a relaxed, classic beach house esthetic and Fall will round us off by going back to basics with seductive silhouettes and a darker colour palate.

DT: What would be your dream collaboration? Any plans of that in the future?

Fidelity: I would have to say that Chanel would be the ultimate dream collaboration. Chanel has an incredible history and defines high end. Everything they do is perfection…timeless perfection.

DT: What are the most popular washes/fits in the line? What are your favorites, and how would you style them?

Fidelity: Currently the Scoop (low rise skinny) and Sequoia (low rise skinny boot) are huge hits. The great thing about these styles is that they can easily be dressed up or down. For Spring the Aloe (wide leg) has been gaining some press coverage as it is perfect for the 70s vibe this spring season.

DT: Do you have any favorite/least favorite denim trends right now?

Fidelity: Our new premium flex fabric from Japan (used for Ace) is going to become a favourite for everyone.

DT: Street style and style blogs are huge in the industry right now as a source of inspiration, influencing the high end labels rather than vice versa. How much does street style influence your designing?

Fidelity: Street style impacts our design because of the influence that these individuals and bloggers have on our customer. Street style is now a part of our culture and in turn has a large influence on the design aspect of the industry.

DT: How many pairs of denim do YOU own?

Fidelity: Funny thing- although I own more pairs then I can count, but I have 3 favourites, and I just wear those…you don’t need lots of jeans…just the right ones…that’s why people need to try Fidelity…its the only pair you’ll need and want to wear…no kidding!!!!!

DT: Favorite celeb wearing your brand?

Fidelity: Ashley Greene has been spotted out and about multiple times rocking a pair of Fidelity’s as well as other fabulous people such as Rihanna and Megan Fox!

Check out the lookbook below:

[nggallery id=152]


You can “Like” their facebook page to become a fan.

—Jackie Racer

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Posted May 04 2011 in Denim News » Interviews

WWD News: Home Grown: A New Course for L.A. Fashion Week

Home Grown: A New Course for L.A. Fashion Week

by Rachel Brown and MARCY MEDINA

From WWD ISSUE 10/07/2009


a-look-from-oy-meets-girlLOS ANGELES ??” Fashion week here, which now stretches for several weeks, is trying to overcome an identity crisis. 

Many in the industry thought Los Angeles Fashion Week would implode with the exit of event producer IMG a year ago after a five-year run, but organizers have been able to return to the original goal ??” shows featuring local designers, timed with the city??™s two apparel markets, and staged in landmark venues in the garment district and in Hollywood. 

Although sponsors are still scarce, the activity hints at optimism for the city??™s fashion scene. 

???I have watched so many fashion weeks fail, so part of my mission is not just to be an exhibition space for designers, but also to support the industry??™s new talent,??? said Barbara Graff, a partner in the returning Downtown Fashion Week with Leanna Lewis and Juan Rodriguez. One of its shows featuring emerging designers is being sponsored by the city??™s Department of Cultural Affairs. 

Other new players also see opportunity in the region with the biggest retail market and clothing production center in the U.S. 

a-look-from-tristan-and-trista???People were disappointed with events in the past, but I see potential to build a fashion monster,??? said Nicole Purcell, a partner in New York-based Rock Media and Entertainment. The firm recently merged with Gen Art, which has staged biannual events in Los Angeles since 1997, to become RMGA LLC. Their new three-day event, Rock Fashion Week L.A., will open with Gen Art??™s Fresh Faces in Fashion show Oct. 29 at Paramount Studios in Hollywood. 

???Our merger has given Los Angeles Fashion Week an important anchor,??? said Gen Art founder Ian Gerard. ???It??™s been flailing in the wind in terms of being a cohesive week, and everyone??™s looking to someone to organize it. Creating multiple days in a well-regarded location is the first step to getting other groups to rally around the same time frame.??? 

The IMG-produced Mercedes-Benz Fashion Week at Smashbox Studios in Culver City was criticized for subpar designers, lack of press, D-list celebrities and out-of-the-way location. 

???That was a tough draw because it is an industrial area,??? said Mikey Koffman, who is producing a new event this season, L.A. Fashion Weekend, at Sunset Gower Studios. ???Not a lot of celebrities and buyers want to go [there] because it is off the beaten path, and it doesn??™t really have anything to do with fashion. By making the move to Hollywood, we are trying to give fashion week a Hollywood image.??? 

Koffman acknowledged the past few seasons without Smashbox Studios co-owners Dean and Davis Factor have been ???a little frustrating.??? Davis Factor has said he will return to fashion week when the economic climate improves, adding, ???I want to wait until I can do it right.???

Click here to read the full article


Rock-Themed Apparel Shows Strength in Market





From WWD ISSUE 10/07/2009



Don??™t knock the rock.

Rock ??™n??™ roll merchandise ranging from graphic T-shirts ??” the hottest sellers at live shows ??” to hoodies, tote bags, bracelets, key chains and more, are showing staying power at concerts and gaining traction at major stores such as Wal-Mart, Target and J.C. Penney, said executives of Bravado, Live Nation Merchandise and The Thread Shop, key marketers of the artists and their products.

These purchases, with teens said to be the best customers, are translating into a business estimated at $2 billion to $3 billion worldwide annually at concert venues and in stores ??” half of it in the U.S. 

The allure of rock, pop and hip-hop musicians, including the Jonas Brothers, Miley Cyrus, Kanye West, Metallica, AC/DC, Kiss, The Rolling Stones, Bruce Springsteen and Paul McCartney, is sparking concertgoers to spend an average of $10 to $15 per head to mark their experience at a show staged by the hottest acts, whose products command the highest sales. Besides the cachet of the stars themselves, demand is stoked by a desire to show the world that an act has played one??™s town and the concertgoer was there by wearing a T-shirt bearing markers of the occasion: the tour??™s name, date and location.

???Bands can do hundreds of thousands of dollars a night, depending on how big they are,??? Michael Krassner, executive vice president of retail and licensing at Live Nation Merchandise, said of audience demand. ???The issue is: Are the tickets being sold, rather than are the merch numbers the same???? 

While many of these souvenirs are priced within a predictable range, say, T-shirts at $15 to $40, big draws can pull considerably more for an item: an AC/DC leather jacket for $250 and hockey jersey for $150, or a Paul McCartney hoodie embellished with peace fingers and ?????™09??? on the breast for $70 and an oversize program on heavy stock for his Summer Live ??™09 tour for $30.

???Apparel is the biggest driver in this business,??? said Mathew Vlasic, vice president of merchandising at The Thread Shop, a Sony Music venture Vlasic started about two years ago, which he said has grown into a ???multimillion-dollar business??? through its wholesale unit and online boutique. In the U.S., T-shirts typically generate 80 to 85 percent of concert sales, versus 70 percent in the U.K. and 40 percent in Japan, said Dell Furano, chief executive officer of Live Nation Merchandise.

???The Brits and the Japanese love their programs and books,??? Furano added of the two nationalities that spend 30 percent and 60 percent, respectively, of their outlays during live music events on such items.

At performances of artists considered a notch below megastars in their power to build audiences and sell product, like Lady Gaga, concertgoers are spending $5 to $10 per head, said Tom Bennett, chief executive officer at Bravado, a unit of Universal Music, whose sales of rock merchandise account for one-third of the sector??™s business.

Among the artists whose live shows are resulting in top-performing merchandise sales this year, entertainment executives said, are Coldplay, Pink, Kings of Leon, Madonna and Iron Maiden. Big numbers are anticipated for U2, now on a tour that kicked off Sept. 12 in Chicago; Kiss, which hit the road Sept. 25 in Detroit, and Depeche Mode, which resumed concerts Oct. 1 in Guadalajara, Mexico.

Beyond the sheer popularity of bands, cravings for collectibles ??” and simply to have something tangible in hand ??” during a time of music and movie downloads is keeping demand for rock memorabilia growing at a low-single-digit rate. 

???There??™s a need or a want for stuff,??? said Tom Cording, vice president of media relations at Sony Music-Legacy Recordings. ???Even though we download music to our iPods and our cell phones, there??™s nothing that??™s going to replace buying a T-shirt at a concert. Everybody??™s very merchandised. There??™s everything but floor wax, at this point.???

Click here to read the full article



Memo Pad: More Changes at Cond?© Nast…

by WWD Staff

From WWD ISSUE 10/07/2009

gqWAIT, THERE??™S MORE: Changes at Cond?© Nast continued Tuesday morning: Steven Deluca, publisher of Details since April 2008, was pushed out as the men??™s title was moved under the purview of senior vice president and publishing director Bill Wackermann. Lucy Kriz will remain as Details??™ associate publisher and will report to Wackermann. Deluca was notified late Monday afternoon he was being let go.

The move should put to rest rumors that Details would be closed after Cond?© Nast folded four unprofitable magazines Monday: Gourmet, Modern Bride, Elegant Bride and Cookie. Speculation over Details??™ future, as well as that of other Cond?© Nast titles, flourished as McKinsey & Co. was hired to advise on how to prune the firm??™s unprofitable magazines and position it for growth. Details has seen its fashion and luxury advertising base decline during the crippling ad recession. Through October, ad pages fell 34 percent, to 627, while its larger sibling, GQ, saw a 32 percent drop in ad pages to 886. Details??™ circulation has remained flat over several years at about 425,000, or about half that of GQ??™s. Details now publishes 10 times annually after the magazine stopped producing an additional holiday issue last year.

However, Wackermann was positive about Details??™ future, saying the title has a place at the company given its younger audience and edgier editorial voice. He also said editor in chief Dan Peres was the right man to steer the magazine into 2010. ???I am honored to be involved with Details again, and the opportunity to work with Dan Peres. The market needs Details??™ edgy and smart edit. There is nothing else like it,??? said Wackermann.

And more changes at Cond?© Nast lie ahead. While 180 employees are exiting the building this week after the closures Monday, more are expected to follow suit as the remaining magazines finalize their 2010 budgets. Editors and publishers are charged with cutting their spending by as much as 25 percent by whatever means they choose ??” including job cuts, some of which could happen as soon as this week. ??” Stephanie D. Smith

Click here to read the full article


Brit Fest

by WWD Staff

From WWD ISSUE 10/07/2009


Jonathan Saunders, Henry Holland and Gareth Pugh (Photo By: Delphine Achard)

BRIT FEST: Joan Burstein, founder of London??™s Browns boutique, feted British designers in Paris on Monday night, inviting Gareth Pugh, Henry Holland, Jonathan Saunders and Charlotte Dellal to a sumptuous apartment with a view of the Tuileries. Dellal graciously twirled on demand, purring, ???It??™s my mother??™s vintage Lacroix.??? Meanwhile, Alexandra Lanvin (wife of Hubert Lanvin, a direct descendent of Jeanne Lanvin), said she had just tapped Turkish-born, Berlin-based designer Burak Uyan to launch a new shoe line called Aperla??, which is being unveiled in Paris this week.


–Nikki Cho Russo

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Posted Oct 07 2009 in Denim Therapy
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