With the exciting new STOLEN DENIM range arriving in store last week, we decided to have a brief chat to SGC’s Director Marc Moore about creating this new diffusion line.
We love the new STOLEN DENIM range, has this been in the works for a while?
It’s been a long time in the making! We started development on this line at the beginning of 2014. After thousands of air-miles, numerous meetings, emails, and prototype samples we have a tight collection of jeans that really work and will get better with age. And unlike a teenage love affair, we don’t think you will grow out of them (on the literal side of that, we can’t really help you if you eat too many taco’s).
Will STOLEN DENIM be seasonal, how often will new core styles be released?
Our ready to wear fashion collections are so seasonal and seem to satisfy the trend-hungry, we really want STOLEN DENIM to be timeless and less seasonal. We see value in that for our customers. Something that’ll always be cool & relevant. Our first line is available in black only. We liked the simplicity of that. Black is always rock & roll, black is refunded, black is rebellious, black goes with everything. Our black jeans will be available forever. We’re currently working on the next installment which will be available in blue denim only. Simple huh? After that we see a new release perhaps every 4-6 months if you’re lucky.
What does STOLEN DENIM offer in comparison to other leading denim labels (in your opinion)?
We’re not going to wank on abut the yarn being dyed 2568 times, or rinse washed in the Niagara Falls by American indians. The rivets and hardware aren’t even made of solid gold (true story – wtf)!.
But, like every denim label we think our product is the best haha.
The quality and the fit are bang-on. We didn’t want to reinvent the wheel and I think so many brands get caught up with this. To the point where finding a nice classic pair of jeans get hard for consumers.
We just wanted to offer a jean that had the perfect balance of branding, refined detailing and quality that was still affordable for our core market.
We have done sooooo much product testing over the last 13 months. We tested a bunch of different denims out until we found something we felt was ‘STOLEN’. The textures weren’t too full on, the retention of the stretch denims were amazing, the weight felt more substantial than a pair of those hideous jeggings you get at chain store, the dyes held for more than a couple washes, the handfeel was soft without being to ‘wussy’, and they didn’t pick up fluff like some of my old jeans I’ve owned in the past (believe me, you notice these things once you own a fluffy white dog).
Who would be the ultimate STOLEN DENIM girl and guy?
For me it’s always been Daria Werbowy – She’s so cool! She’s always at the back of my mind when I’m designing collections. For the guys side, we’re not to inspired by anyone too A-list. There’s a photographer that lives in Europe called Dominic Haydn Rawle, check him out. He dresses so well and wears lots of jeans.
All the denim is sourced from Turkey, that’s cool – tell us a bit about that.
We met an amazing company in Melbourne called Bradmill a few years ago and discussed the possibility of developing a designated denim line with them. They have great expertise with over 30 years experience, and a great network of factories that know denim so well, not to mention their own successful denim brand.
The first thing they asked us is where we wanted our product to sit in the market. We wanted a jean that was amazing quality but sat well under that $400 premium denim price-point.
Bradmill thought that Turkey was putting out some of the best quality cloths and they have great relationships with the mills there which was a huge help. For our price-point that was going to be the best cloth that money could buy.
What was the reason behind the first collections name, ‘Real Cool Time’?
We always find that fashion takes itself too seriously, so there needs to be some emphasis on fun (without being too tacky – ohhh it’s such a fine line isn’t it). While a line of black jeans seems pretty serious, we want people to know that you can still enjoy yourself and be cool at the same time in these jeans. We are with you.
Click HERE to shop STOLEN DENIM.