Feb 13, 2019 | By WGSN Insider
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Oct 17, 2016
Denim and coffee lovers have a lot to be happy about now that LA based denim brand 1Denim offers both products at their newly opened store at the Brand in Glendale, CA.
When 1Denim was created, the intention was simple, to offer denim fits for all body types for the whole family, men, women and children at an accessible price point with great emphasis on the fabric, wash and functionality. And now, customers can now enjoy coffee and gourmet chocolate while shopping for the perfect pair of jeans as the shop has its own coffee bar inside. It’s only been a few weeks since their grand opening, and already the store has shown positive strides driving 90% of walk-in customers. On top of chocolates and coffee, the shop also offers free hem alterations to customers who purchase at the shop.
Founders Claudia and Elizabeth Bae amassed impressive experience in the denim industry thanks to their parents, which owned a private label and factory based in Los Angeles for over 26 years. The Bae sisters began working on 1Denim in May 2015 and have had the advantage of going from design to construction to wash under one roof at their facilities in Downtown Los Angeles. And, because they produce everything under one roof, the sisters have been able to cut down production costs and keep their prices low. Their women’s denim ranges from $89 to $130 while men’s starts at $99 up to $140.
“Other brands go to manufacturers like us to get their products made but we are the manufacturer. We understand what works and what doesn’t. That gives us a huge advantage” -the Bae sisters.
1Denim are inspired by all shapes and sizes and are actively working on their goal to have fits for all which is done through their 1dentifier programme.
The identifier programme was set up by 1Denim and invites people of different shapes and sizes to create their own custom jeans (from moodboard to production). These ‘1dentifiers’ are essentially brand ambassadors that get to learn how jeans are made, as well as helping to re-educate the fashion industry and promote their unique shape, size and fit. 1Denim also invites consumers to become future 1dentifiers.
This more personalised retail model that puts the consumer at the heart of the business strategy is definitely the future of retail.
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