New Brand: The West is Dead

New premium menswear denim label, The West is Dead,  highlights an appreciation for denim and a concern for the dying tradition of American craftsmanship.

The West is Dead is a men’s premium denim line launching this Spring 2011.  With inspiration drawn from vintage clothiers and craftsmen alike, each piece in their line is designed and built with an emphasis on functional construction and subtle styling, and an obsession with using only the finest quality raw materials.

With a strong desire to “preserve the dying tradition of American craftsmanship,” Will and Kaelen, renegade cowboys behind The West Is Dead, created a brand that embraces the root of what denim is really all about. Images from their lookbook highlight the classic western attitude from which denim tradition was born, not to mention masculine ruggedness with an edge. The line features rich indigo hued denim as well as mustard yellow, deep burgundy, and dusty green fabric chinos. There is an admirable attention to detail such as a triple stitched yoke, striped canvas pocket liners, and a chain stitched waistband facing, while the denim itself comes from Italy and Japan and ranges in weight between 11oz and 13.5oz. They also produce chambray shirts (in three washes) and western denim jackets and barn coats – all of which are handmade in Los Angeles.

However, their efforts are not all about fashion. “The driving force behind The West Is Dead [is] our mission to preserve, protect, and reclaim the American West,” they said. The brand works with the Inter-tribal Buffalo Council – a Native American-run establishment – to support efforts to help return buffalo (the brand’s symbol) to their native lands of the Northwest.

The collection is available online from thewestisdead.com and at selected retailers such as Atrium in NYC and Traffic in L.A.

Project + StyleCaster: THE WEST IS DEAD from Evan Lane on Vimeo.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.