Yesterday, Denim Therapy stopped into the Crewest Gallery in downtown L.A. to preview new denim brand Guerilla 24 from Hong Kong, in collaboration with Bullett Magazine. All the jeans are handmade and hand-finished in small batches. Founder and Designer Daniel Cheong is expanding here in the States, and he’s interested in finding select stockists to carry his range of slim straight leg raw denim jeans. We’re particularly intrigued by the jeans’ subtle lower crotch, which allows for more freedom of movement while maintaining a slim silhouette.
Speaking in his charming British accent, Cheong explains that the name “Guerilla” came from his original idea of guerilla retail: selling his jeans out of food trucks. Eventually, Guerilla24 (for 24 hours a day) was born. Since every pair of jeans ($240 – $360) are handmade of Chinese or Japanese raw selvedge denim from Okayama, each style is also a limited edition in sturdy 13.5 oz denim weights, along with softer enzyme washed and sanded versions. Go to Guerilla24 online to shop the denim and knits.
—Kathy Ng Hassan
Tags: Chinese denim, denim designer Daniel Cheong, Guerilla24, Japanese denim, made in Hong Kong, raw denim, Selvage Denim, selvage jeans, selvedge denim, selvedge jeans