- Our Designers
- New Arrivals
- Style & Travel
- Celebrity Style Blog
- Holiday Gift Guide
- Personal Stylists
- SALE
- Help Desk
News & Press
The Next "It" Jeans: Mik Serfontaine
source: http://blogs.mercurynews.com/aei/2005/10/the_next_it_jea.html
There are those fashionistas out there who buy what's red hot and ride out the trends. And then there are those fashion-philes who live for digging for what's new. If you're a hard core premium denim collector who's already got the staple 7's, Citizens, and Earl jeans, check out the state side's lesser-known designer Mik Serfontaine.Serfontainegoldcruiser
While celebs from Britney Spears and Beyonce to Sienna Miller and Joss Stone have been spotted wearing his edgy rock 'n' roll styles, the brand has yet to make it big in the Bay Area. In fact, even the Blues Jean Bar in San Francisco, the Bay Area's designer denim hub which carries about 40 lines, doesn't stock them. And for some of you, that may be a very, very good thing.
I caught up today with Serfontaine, who was a bit jet-lagged but still passionately articulate about his craft, upon returning from a business trip to Tokyo, Japan. The first Serfontaine boutique is slated to open there in 2006. The Japanese, he says, are wild about American brands, and especially made-in-California denim. (He is reportedly in the five top-selling denim brands there). Denim design, he says, has put both L.A. and Northern California, home of Levi's, on the international fashion world's map.Serfontaine1
"California owns denim in the fashion world,'' Serfontaine says. "If you want to buy the best watch in the world you're not going to buy a Russian watch. You buy a Swiss watch. If you want to buy the best beer, you buy German beer. And if you want to buy the best jeans in the world, you buy Californian jeans.''
To get your hands on a pair of Serfontaine jeans (retail: $185 to $318), go to these web sites: www.couturecandy.com, www.rawclothing.com, www.bluebeeonline.com, www.shopkitson.com. For more on Serfontaine and what's hot in denim design, check out my story on premium denim in Style on Sunday, Dec. 6.