Mar 22, 2018 | By Rose Garrod
Get more Denim insights as a WGSN subscriber
When Mary Ellen Moschetti CEO of Parker Smith set out to launch a denim line she was very focused on one goal, to fill a void in the marketplace for on-trend, comfortable, contemporary denim for women with amazing fabric & fit and just a bit more coverage for women over 30.
That goal is now a reality and women of all ages are taking notice.
“Interestingly enough, Parker Smith has become such a fabulous crossover brand, the fits are truly universal. Today, we can fit Jennifer Aniston and Gigi Hadid into a pair of Parker Smith Jeans,” says Mary Ellen.
The girls are serious about a comfortable jean with an amazing fit which matches the fabric.
“As the designer for Parker Smith, I definitely look to the fabric as one of the main elements. If we don’t have the right fabric we can’t achieve the silhouette we want to achieve. With our higher-rises we utilize fabrics you can style with a 10 1/2 inch rise so while you are sitting down it won’t bunch up in the center,” says head designer Selina Tahmasian.
Parker Smith is proudly made in Los Angeles. Sewers, dye-houses, production houses, all of the manufacturers sit right in Los Angeles, plus the brand practices sustainability. “We are definitely practicing sustainability to a degree, we work with Candiani and we also use a fabric from Calik’s oxygen collection. We utilize ozone treatments and reduce the amount of water to wash our denim”
“Whenever we have leftover denim, we use it, we make bags. Selina has come up with an amazing project which she is using all these leftover shrink blankets we accumulate. I won’t go into all the details of the project, so you will have to stay tuned! it’s really awesome!” says Mary Ellen.
It’s safe to say denim has the power to reinvent itself year after year, styles come and go, the infamous skinny-jean has managed to remain center stage for the past decade. “The skinny is not going anywhere. It’s too versatile. It’s great for the summer, you can cuff it. It’s great for the winter, you can wear it with boots,” says Mary Ellen.
So what do the ladies think on the future of denim? “Denim lives. It is evolving and will continue to evolve. Denim is versatile, from teachers to supermodels and even children, you see everyone wearing denim, plus more and more designers incorporate denim on the runway shows” says Selina Tahmasian.
“It feels as though everyone has gone from casual Friday to casual dressing, so now if we have a pair of jeans dark enough we have our wear-to-work jean. Depending on how you style it, putting on a pair of jeans is dressy,”says Mary Ellen.
Not only has Parker Smith reached to an audience that includes supermodels, actresses, mothers and teenagers, they are also set to launch their own plus-size denim line reports WWD.
A comfortable, fashionable denim brand produced in Los Angeles that practices sustainability, designed by an amazing down-to earth all-women team. We love you even more every day Los Angeles.
Like this? Follow Lourdes on Instagram here
DENIM HEAD? Our team of experts are at every trade show, determine tomorrow’s trends and know which looks are going to have a huge impact on your business. Sound good? Join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.