There is a denim revolution happening right now. The new Los Angeles-based women’s denim line, Gridlock, offers an innovative way of personalizing your style in a matter of seconds. They boast removable back pocket jeans that can change your whole look in a matter of zips & snaps! Gridlock denim jeans include more than 20 pocket designs to showcase every season from leather dye cuts pockets to a variety of custom skins (you can collect them all). We had the chance to interview the designer and hear it all firsthand.
Denim Therapy: Lets start from the beginning. How did you know you wanted to be a designer?
Gridlock Denim: I always had a passion for design and creation. When I was in high school I used to design my own shoes and bags. So later on when I worked for Diesel and Replay in NY I was really inspired with denim. When I moved back to LA and had started a Company manufacturing Men’s Undergarments and Lingerie for 5 years. I thought it was time to start a new venture that had my personal touch. After bouncing ideas back and fourth the idea of changing your pockets with different designs came about. At that time pocket designs were everything. After registering the Patented idea Worldwide I then started with the whole collection. Including picking a unique name that was unisex.
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?
GD: I don’t consider any Brands a competition b/c no other Brand out of 100 Brands has my concept. I differentiate my brand with being able to be a classy jean and when my customer wants to change up the pockets they can. It’s like having a couple pair of jeans.
DT: Do you have any pre-designing rituals?
GD: One of my rituals is going on the style blogs and the other is heading to Coffee shops, bars, walking the streets and seeing what denim different people are wearing. I also like to travel out of LA and get inspired by different cities and cultures.
DT: Describe the person who represents your ideal target customer the customer you have in mind when you’re planning a collection.
GD: The Customer in mind is a woman/man that is age 21-35 that’s either in School or has a 9-5 job and likes to change his/her denim when they are out and about.
DT: Can you give us hint about what’s next?
GD: Spring Collection is out you can view it on www.gridlockdenim.com as for my “Fall Collection” this will have darker washes of denim with unique details. I will be also coming out with a series of Cigarette Corduroys in Bordeaux, Army Green, Black, and Grey. We will also be introducing the Gridlock 100 Edition Collection without our Patented Pocket Overlays.
DT: What would be your dream collaboration? Any plans of that in the future?
GD: My dream collaboration would be with Diesel Jeans or Replay, or an amazing musician ie: Will i am, Lady Gaga, RHCP, Kanye West.
DT: What are the most popular washes/fits in the line? What are your favorites, and how would you style them?
GD: My favorite washes so far are the Marina, Railroad, and “I-core vintage”. My personal favorite is the Cigarette cut in marina or i-core vintage. I would wear the cigarette jeans in Railroad with my Statue of Liberty pocket overlays, Black Heels, Tan low cut v neck Henley, and a Scarf. For the 2nd Style I would wear the straight leg in i-core vintage with my gun metal studded pocket, black boots, and a black low cut v-neck.
DT: Do you have any favorite/least favorite denim trends right now?
GD: Let’s start with my least favorite jeans now. It’s a jean with too many details all over the jean. My favorite denim trends that are back are the Skinny Flare. Takes me back to high school and is a good change from the cigarette’s being the Trend.
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?
GD: Being that I grew up around street style I am very influenced by it. It definitely plays a part in my design and I really am happy that it has inspired high-end labels as well.
DT: How many pairs of denim do YOU own?
GD: I used to own about a 100 Pairs of denim. I cleaned my closet out and only wear Gridlock now.
Tags: Gridlock Denim, interchaneable pockets, Kanye West, Lady Gaga, los angeles, replaceable pockets, Spring 2011, will i am