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LA label the perfect fit for style, comfort

10/Jan/2012

By Desmond Eddy

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Available at Sana, Claremont Available at Sana, Claremont

LOS Angeles-based James Jeans is a cult favourite denim label due to its most amazing fit.

It’s a leader in fashion trends, with the Twiggy (denim legging), Reboot (skinny bootleg) and Fly Boy (straight flare leg) a few recent creations loved by many celebrities.

The brand is the only one to hand-design and hand-pattern each style.

James Jeans’ darted back pockets are the wonder bras of the denim world.

Sana in Claremont recently had a new drop exclusive to their store, direct from LA.

They have a perfect cut and great washes in the softest denim imaginable.

James Jeans was started by James Sway and his wife Seun Lim about six years ago.

The company is based in Los Angeles and this is where production takes place.

James is the businessman behind the brand, while Seun is the designer.

Seun excelled in couture pattern-making and thus, staying true to her roots, she drapes each and every pattern by hand and constantly updates and perfects the fit. 

Seun was inspired to create the perfect- fitting pair of jeans – that hide flaws and accentuate assets – after she couldn’t find any that fit properly, making her feel uncomfortable and insecure.

Seun’s overall goal is for every woman to feel comfortable, confident and sexy in their jeans.

“The fit must be both comfortable and sexy,” James said.

“We really focus on providing a fit that complements all body types.

“Our jeans suck and hold where it ought to (thigh); lifts up and moulds where it ought to (butt); and gives in and breathes where it ought to (waist).

“Some brands are known for their sexy fit but fail on the comfort test.”



 

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