7 for All Mankind

It is not a question of whether jeans are “in” or “out” when it comes to fashion trends. Jeans are always “in.” What does change is which cut, color, and designer the fashion world labels trendy. Today, most people look to celebrities to find out cutting edge. Celebrities have singled out jean designers: Blue Cult, Hudson, James Jeans, Buffalo, Citizens for Humanity and 7 for All Mankind, which may be the hottest brand today. As quickly as trends come and go, 7 for All Mankind, or “Sevens,” have dominated the denim market for the past three years. Sevens can be identified by their signature pockets: They sit low on the seat and have special gold embroidery. Sales for Seven jeans reached $13 million in 2001, according to 7 For All Mankind’s Web site. From the quaint town of San Luis Obispo to downtown New York City, eager consumers fly to the shelves of their local clothing boutiques to find the “ultimate status” jeans. “It’s the pocket,” Megan Range, a journalism senior and Seven jeans fan. “As long as you’re wearing your Sevens, you’ll look decent. They are the default for every outfit. I could wear a Hanes tee and sneakers and still look great as long as I was wearing Sevens.” Because the pockets on Seven jeans are set lower on the seat to “flatter a woman’s curves and hug your hips with the only style of jeans capable of granting your body such a remarkable feeling,” according to Kultic, a Web-based store offering high-end denim and clothing sales. Entrepreneurs have used denim for clothing since 1873. It was then that Bavarian immigrant Levi Strauss and Nevadan tailor Jacob Davis patented what has come to be the most recognized clothing staple in the world. Although style and variety change through the years, denim jeans maintain iconic status. Cowboys in the 1930s popularized jeans, Marlon Brando made denim a staple for rebellious teenagers in the 1950s. During the 1980s fashion designers such as Calvin Klein and Armani made jeans couture amidst the bleached, frayed and faded styles. Now, designers regularly produce their own jean fashion lines. The popularity of designer jeans has caused the price of denim to rise to an astronomical level. Jeans, on and off the runway, can cost anywhere from $50 to hundreds of dollars. What makes the new “it” jean so popular is certainly not its price, estimated retail at $120 to $200 per pair. San Luis-based Coverings, a clothing boutique, has an exclusive deal with the distributors of 7 for All Mankind. It is the only store in San Luis Obispo allowed to sell Seven jeans. Another reason for the Sevens cult , experts say, is its fit. “The customer will pay anything if the fit is right,” said Dina Turner Relkin, fashion analyst for retail research company Trobe. Coverings saleswoman Michelle Maddex agrees. “It’s because of the fit. They just make women look good,” said Maddex, who has worked at Coverings for four years. Other boutiques are looking for the next “it” jean. Read more...