Denim of Virtue Biography

Denim of Virtue's Biography

What makes a pair of jeans iconic? As in worthy of you wanting to wear them day-in, day-out? California-based Denim of Virtue, the latest premium denim company to come out of L.A., is poised to have the answer.

Denim of Virtue has instinctively fused together the fundamental elements of what defines a great jean: modern in silhouette and aesthetic, authentic in craftsmanship, and most importantly a design that enhances figure and fit.

The collection, which debuted in 2006, marks a new direction in denim wear. Using their signature finishing techniques, the styling of a Virtue Jean has softer contours, not unlike the brushstrokes of Chinese calligraphy. The result produces a subtle zen-like sensibility and features a smoother, more modern curve that caresses the body. Bias-cutting, curvature and stitch detailing add to give it a sexy fit, rounding where necessary, though never too low a waist.

Drawn to clean and modern lines, the architecture of Denim of Virtue replaces the rigidness of other brands. Washes in smoky darks, black inks and deepest blues are staple colours for winter, but lighter shades, such as soft blues, are available also. Straight-leg and cigarette cuts, skinny jeans and the new ëlooseí silhouette are the four key shapes. So too are denim shorts and the mini, making a welcome return to autumn/winter 06 casual fashion.

Each Denim of Virtue jean has its own character: a clean line with a double contrast or decorative stitch; a soft, zen-curved pocket, a flattering detail that could only originate from the ingénue of an American denim house. Virtue hails from California - the authentic habitat of the jean.

Managing to create a balance between minimal styling and overt detailing, Denim of Virtue stripped the jean back to its basic form while avoiding the boring jeans look or applying over-the-top, frivolous design. The research and dedication to their craftsmanship embodies the brandís aesthetic and appeal - be it through hand-applied finishing or continuing the evolution of the jean. To Virtue, there will always be new innovations, silhouettes to refine, or applications to experiment with. Denim lovers be thankful: it means youíll always have a pair of jeans that exude enough distinction and attitude to make someone want to look twice.

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