Denim of Virtue is a Los Angeles-based premium denim company inspired by the glamour of L.A. and the big city lifestyle, grounded on the principle that all good things can be attained through virtuous means. Every step, from the initial sketch to the final stitch, is created right here in the heart of Los Angeles. You may remember our enthusiasm when we wrote up the denim overall shorts review—and you’re about to understand why!
Denim Therapy: Lets start from the beginning. How did you know you wanted to be a designer?
Denim Of Virtue: I don’t really remember the exact moment but definitely I knew I didn’t want to be anything else from the beginning. My mom was a designer and I wanted to be just like her. I grew to love denim and Denim of Virtue because of the people I work with.
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?
DOV: I would say Jimmy Taverniti is my immediate competition. Every DOV piece is put together by sewing experts one by one and we don’t make too much of one style. I concentrate on the quality of the fabric and of course the fit. We also use double threading for durability and every piece that gets shipped is checked thoroughly for quality. We would rather ship short than have even one damaged piece on the floor.
DT: Do you have any pre-designing rituals?
DOV: We like to clean our desks, rearrange desks, and anything related to that before we start a new season.
DT: Describe the person who represents your ideal target customer- you have in mind when you’re planning a collection.
DOV: Working professional or student of any age who loves to shop and appreciates fashion and looking good.
DT: Can you give us hint about what’s next for (following or upcoming season– Spring/Summer or Fall/Winter)?
DOV: Spring/Summer 2012 will have some changes in the pockets for a fresh new look.
DT: What would be your dream collaboration? Any plans of that in the future?
DOV: I would love to collaborate with Frankie Morello. Every piece is an artwork. If I had a chance to meet him,of course.
DT: What are the most popular washes/fits in the line? What are your favorites, and how would you style them?
DOV: Our most popular style is our “Patience.” Our skinnys, bootcuts, and flares in the “Patience” style are all pretty much a great seller. However, my favorite is the ankle skimmers. I would style it with a pair of booties and a loose shirt with tight sleeves.
DT: Do you have any favorite/least favorite denim trends right now?
DOV: My favorite is the dark washes. It just looks good with everything. My least favorite is the acid wash and the tie dye.
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?
DOV: 50% street style, 50% couture
DT: How many pairs of denim do YOU own?
DOV: Lost count, I need a separate closet for them.
DT: Favorite celeb wearing your brand?
DOV: Kristen Stewart
Check out the fall 2011 lookbook here, and be sure to check them out on facebook!
Tags: american brand, Denim of Virtue, Denim Overalls, frank morello, jimmy taverniti, kristen stewart, los angeles, spring/summer 2012