Is There Room For New Premium Designer Denim Brands?

Remember back in the mid 2000’s when the premium denim world was hopping? We had luxury denim from all of the top brands like AG Jeans, Citizens of Humanity, J Brand, PAIGE, Hudson, Rock & Republic, Diesel… the list goes on. Denim was hot for many years and there were various new premium denim brands popping up on the scene multiple times a year.

Not all of those newer denim brands lasted, and as time has gone on, less and less premium denim companies are showing up on our radar, and I have to say that it’s really sad. I’ve personally always wanted my own denim line. I’ve designed jeans in collaboration with premium denim companies, like the PAIGE x Lorna jeans, and various others, but I never ended up creating my own jeans line – yet.

There’s so much to consider if you’re a young designer, or brand new to the whole ‘owning a clothing line’ scene, like where to source your fabrics, what wash houses and factories to use, are these processes ethical, getting your clothing stocked in stores etc… One thing I have recently learned though is that it’s easier to source premium fabrics now than it used to be.

There are companies out there like NONA, which provide creatives with access to high end circular materials from all the top luxury maisons. They basically sell deadstock fabrics to young designers from these luxury maisons, and that’s amazing. NONA is a platform that’s backed by LVMH and for those of you that don’t know, LVMH is an umbrella company that owns some of the most famous designer brands in the world; Louis Vuitton, Dior, Fendi, Givenchy, Marc Jacobs, and Kenzo, just to name a few.

I think this is an amazing concept. You can buy left over pieces of fabric (this includes amazing quality denim) that these fashion houses have used, instead of letting them go to waste. It all started when Romain, an expert in material purchasing and manufacturing at Givenchy and Kenzo, first discovered left over materials in Couture Houses’ warehouses. He immediately saw the opportunity of giving them a new lease of life by boosting their creative potential through a resale platform. How cool is that?

Are any of you aspiring to have your own denim line? I think there’s plenty of room in the denim world for many new brands. Something innovative and cool needs to come along and shake up the luxury world as everything has gotten pretty boring when it comes to our jeans. I miss when our jeans were the fun, focal point of the outfit, so hopefully some of you young designers out there will bring this to light! Especially since it’s easy to source luxury fabrics now, like the finest cotton denim.

If it’s not any of you, it might just have to be me… maybe. I already know of a few wash houses in the United States that can deliver the most amazing, authentic looking jeans you’ve seen. I know some factories and some stockists. It could finally become a reality, and I do love the idea of using left over fabrics as it’s sustainable. I just know that the premium denim world is feeling quite bare right now and I want it to have a revival. There’s so much room for denim and I think there always will be!

I would personally want to focus on having amazing, flattering fits that complement your body type and lift the butt with the perfect positioning of the pockets. This would be in various cuts suited to various body types and heights, as there’s no one jean that fits everyone correctly. I’d want authentic cotton denim that ages really well, but has some stretch to it. I’d also want some of the old trends back, like coloured jeans! Burgundy was always my favourite! There’s so much fun to be had for denim designers! What are your thoughts on this?



  1. Russ
    October 8, 2023 / 1:13 pm

    Hi Lorna

    Interesting you mention the position of back pockets. It’s irritated me for so long. They always seem to be positioned too low for my liking. Basically, I think they should be on the bum and not the legs, especially if they are skinny tight fit. Having them lower down spoils the outline of your shape. If they’re a loose, more relaxed fit then fine, but I’m still wearing skinnies and jeggings!

    Anyway, good luck if you take the plunge with your designs.

    Russ x

    • Lorna
      October 9, 2023 / 1:07 am

      Hi Russ, are you referring to men’s or women’s back pockets? Men’s are often lower down, women’s are usually higher up and never go onto the legs, so I’m assuming you mean men’s?

      • Russ
        October 10, 2023 / 1:25 pm

        Hi Lorna, no, women’s jeans, they’re much more stylish and comfortable than men’s.

        I don’t think it’s my shape. I wear them pulled right up – definitely not that horrid look of them hanging off my bum. I can think of quite a few pairs that are like that. I’ll try some newer ones on tonight and see if they’re the same ?

        I’ll let you know how I get on.


        • Lorna
          October 10, 2023 / 8:07 pm

          That’s interesting as every women’s jeans I have tried (aside from old Diesel) the pockets are higher up and never go past the cheek crease. I can only assume it’s because men and women are built differently around the hips and butt? We carry a lot more fat and width in that area compared to men, so perhaps this is why?

          • Russ
            October 16, 2023 / 10:52 pm

            Hi Lorna. So I tried some of my jeans on and I’m surprised to say half have pockets sitting nicely on the bum. Some have the bottom of the pocket just skimming where my bum meets my leg – bum crease indeed lol

            A few go quite a way down below. One pair in particular are New Look’s Disco style. They must be more than 10 years old and really are favourites. I know they’re not a designer brand, but they were one of the first pairs of girl’s jeans I bought. Back pocket aside they are a lovely fit and are now so moulded to my shape.

            I can only think the pockets were meant to be this low. I’ll try some more later in the week!

            Russ x

            • Lorna
              October 17, 2023 / 10:12 pm

              Ah, if those are old, that might be why! Diesel used to have lower back pockets back in the day, like the Liv and the Matic, but not many brands do that now. I haven’t ever tried New Look jeans before, but I haven’t experienced any low placed pockets in a long time when it comes to jeans. Hopefully that trend is gone lol!

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