Los Angeles is home to many of the world’s premium denim makers, and now there is a new label on the list, with a different twist.
DSTLD Jeans made a tight, splashy entrance on the fashion scene with a rockin’ private launch party in West Hollywood May 20, attracting legions of the city’s well-dressed, ready to celebrate brigade who filled the 2,700 square foot space on Beverly Blvd. overlooking Madeo’s restaurant, dubbed Denim Bar LA.
Among the attractions: a Ciroc cabana club bar mixing specialty cocktails for the occasion with peach and coconut infused vodkas, a wine bar serving Porter and Plot pinot noir and pinot gris, a DJ keeping things grooving with lively beats, a photo booth with props like signs that said “Not all addictions are bad” and a mixed-media sculpture made mainly of jeans by artist Sam Greenfeld.
And then there was a performance by acrobats outfitted in black DSTLD jeans and white T-shirts that riveted the crowd.
The deal with DSTLD, with quality, tailoring and fit that aspires to comete with the likes of J Brand, 7 For All Mankind, True Religion, Paige and Hudson, is that it cuts out the middleman and sells directly to the consumer – at a fraction of the price of the other labels. Here’s what we’re talking about. Prices start at just $65.
The brand’s L.A. Capsule collection was on display throughout the venue and partygoers each got to choose a pair of jeans with one of four washes as a parting gift, wrapped and boxed waiting for them as they made their way out the door after a lively evening.
DSTLD Denim Bar L.A., 8899 Beverly Blvd., Suite 100 B, Los Angeles, CA 90048, www.dstldjeans.com
–Hillary Atkin