In a marketplace of fleeting denim brands, consumers are now looking for a return to basics - denim with heritage and history.1921 Premium Denim, founded in 1921 by one of the oldest family-owned denim manufacturers in the world, has now carved out a considerable niche in the highly competitive premium denim market and now hits the UK after achieving a huge celebrity following in LA.

1921 currently attracts a cult 'A list' crowd including Nicole Kidman, Lindsay Lohan, Teri Hatcher and Jessica Alba, who are drawn towards the fully handcrafted, signature busted side seam and selvedge edge look and the ethos of a brand with a true legacy in crafting denim.

Over 1000 pairs are flying out of cult LA store Kitson every month. Pioneers in the trade, the innovators at 1921 have perfected techniques for constructing denim and infuse the collection with everything that a jean should be.

The foundation for a pair of 1921s is the best quality Italian or Japanese denim. Fully handcrafted, each jean is hand-cut, treated and washed to give the denim an authentic vintage look. All abrasion detail is done using special hand tools - making each 1921 jean is distinctly different from the next.

No detail is spared, down to the hammered buttons and rivets in a patina finish and the busted side seams with a selvage edge look. Back pockets are scaled per size and no automatic pocket-setting machines are used. Each pair and each size is exactly proportioned.

1921 debuts its Spring 2007 collection at key European and North America shows including Bread and Butter, Coterie, Platform at Magic and Designers and Agents. 1921 is currently stocked at Harrods, RRP from £159.00.

www.1921jeans.com

3 KEY SUMMER TRENDS

ECO-FRIENDLY DENIM
Eco-friendly is the key word in fabric and colour for 1921's Spring 2007 collection. Denims are spun from ecologically sound cottons dyed in vintage look colours.

SLIM IS IN
1921 continues with skinny and straight looks for both men and women for Spring 2007. 1921 tweaks side seams to give typical skinnys a fresh look. For men both tight and skinny or relaxed with a narrow bottom prevail. For women long and lean is THE look this spring.

Tagged in