Men’s lifestyle brand Analog Clothing focuses on introducing innovative approaches to style and function in skate, surf, and snowboard culture. Their signature Wheel Wash process has made waves in men’s denim as a treatment technique. We had a chance to ask the brand a few questions. Check them out, along with the latest lookbook, below.
Denim Therapy: Let’s start at the beginning: tell us the creation story of the brand and how it got off the ground.
Analog Clothing: We were part of Burton’s elite outerwear development “style lab” and evolved into a 4 season apparel brand from there.
DT: How do you differentiate yourself from other denim brands out there right now?
AC: Wheel Wash.
DT: Does your team have any pre-design rituals?
AC: Whiskey drinking.
DT: What are some of the stand-out fits/washes in the line right now?
AC: Anything Wheel Wash.
DT: Is your brand influenced by the massive popularity of style bloggers and street style?
AC: We’re influenced by the things we love to do and the athletes we support.
DT: Tell us a bit about your ideal target customer.
AC: 20 something individual with creative sophistication, who appreciates art, music and cultural influences, over a fine glass of Jameson while having a whole lot of fun with pretty girls.
DT: What would your dream collaboration be?
AC: We’re doing it already. Jason Bleick / Wheel Wash, we collaborate with our end consumers.
DT: What’s next for Analog?
AC: Fall 2013. Top secret.
Check out Analog Clothing online for more.
Tags: analog clothing, analog denim, jeans for men, men's jeans, menswear
So here’s the thing: we love hearing about new, innovative denim-making techniques, but we also love it when the results are, well, something we’d actually want to wear. Thankfully, Analog Clothing‘s Wheel Wash technique doesn’t let us down. The chill sports lifestyle brand eschews the traditional process of stone-washing to break down denim material, substituting–get this–old skateboard wheels for smooth and conditioned jeans. (Who knew that old wheels = fabric softener?) We give them major props for repurposing, but we’re most thrilled about the fact that the jeans made from this technique aren’t limited to one particular wash; the selection ranges from coated denim to cerulean blue jeans.
Check out some of the Wheel Wash washes below!
Charcoal Aged Wheel Wash, Vintage Blue Wheel Wash, Dark Aged Wheel Wash, Indigo Wheel Wash
Tags: analog clothing, analog wheel wash, Denim Washes, denim washing, innovative denim technology