Bleulab – Pure Los Angeles Collection

Last week at Premium trade show in Berlin, Stylesight’s denim team was introduced to Bleulab’s (brand of the original patented reversible jean) latest innovation – Pure LA, a collection of 5-pocket styles using premium non denim materials. We spoke to Founder and Designer Carl Jones to find out more on this denim evolution.


When we think of denim we think of indigo or at least 100% cotton garments. But recently, with authentic denim styling at the forefront of the fashion world, brands are looking to re-work these iconic pieces in non-denim fabrications. The trucker jacket appears in leather, suede, even plastic and fur, while classic 5-pocket jeans have been re-worked in velvet and jersey. These new materials and colors have given classic jeanswear a completely new and luxurious perspective for the coming seasons.

One of the brands at the forefront of this revolution is Bleulab. The LA-based brand showcased their latest innovations at the S/S 14 edition of Premium in Berlin that included the forthcoming Pure collection, a range of non-reversible 5-pocket styles focused on fit and innovative comfort fabrics.

The two bodies Anti-fit and Skinny Boy, are constructed from perforated suede, perforated faux leather, fabrics with super stretch and innovative wash techniques. The dry treatments are done 100% by hand with 0% water usage in downtown Los Angeles with grinding, hand sanding, creases, compressed air, and tumble dry treatments.

We spoke with Designer and Founder Carl Jones on the Collection:

Can you talk us through the concept of the Pure collection?

Pure is not about denim, or indigo or that type of fabrication. Its about new, innovative fabrications that were bringing to the market that may not necessarily lend themselves to our reversible element of our company. The idea behind the name Pure is based on our design and manufacturing all being done in Los Angeles. Its a fabrication that we don’t necessarily usually treat as denim, we don’t use any chemicals to wash it, theres no hand sanding, it will just be a novelty bottoms product from Bleulab.

Can you explain in more detail about the fabrics used.

This is a fabric that we’ve done really well with for the past two season’s. It’s an ultra suede, polyester and spandex blend, and to make it more breathable and wearable, we decided to make it perforated. That’s where it really came from for spring/summer. And the reaction has been phenomenal.

Have you noticed a shift in consumer demand for these comfort fabrics?

Yes. We think there is so much denim in the market and I don’t think the market needs another 5-pocket jean so thats what this is about. Pure innovation, pure novelty fabrics other than denim. Thats what we feel the market is missing.

Being a vertical company must mean you can experiment with a lot of new ideas.

We can turn things around very quickly, like in a day. We can have a new fabric in, cut it, make it and look at it that night. To have that availability and resources, especially with something new like Pure that we want to test, make it and put it into store right away and see that reaction. Thats really important today. We call  speed to market.

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