There was a time, not too long ago, when premium denim was introduced and paying $150 or more for a pair of jeans went from being unheard of to being accepted as the price to pay for quality denim. True Religion, Paige Denim, Joe’s Jean’s, J Brand and 7 For All Mankind are a few of the well-known premium denim players.
Using new technologies to create the perfect fit, that distinct shade of blue, the right amount of wear and tear or that meticulously placed embellishment, premium denim brands saw a market worth tapping into. The luxury shopper needed more than handbags and shoes, they needed the everyday staple – denim. Celebrities made them desirable; and although the prices made them less attainable, demand grew and the industry continued to flourish.
In 2000, 7 For All Mankind hit the scene; but right before they came along, there was another player in the game – Paper Denim & Cloth. Sound familiar? In 1999, CEO and Founder Alex Gilbert introduced PD&C to the world. After a nice run, the brand faded from the denim spotlight in 2006 and the leftovers became available via third party vendors, eBay or off-price retailers such as T.J. Maxx.
After a mysterious hiatus, PD&C is back with a relaunch scheduled for tomorrow that will introduce their SS2013 collection. Gilbert and Chief Creative Officer Chantel Valentene brought in McCann-Erickson, a leading marketing communications company, to help get that spotlight back.
Enter Instagram, the mobile photo-sharing app that transforms the average photo through various effects and optimizing tools. This Wednesday and Thursday, PD&C will debut “Instashoot,” an Instagram feed (@paperdenimcloth) that will feature models wearing clothing from the new collection. Followers will be able to experience the photo shoot as it happens on a rooftop in Greenpoint, Brooklyn.
Not much can be found on the website (with the exception of a Vimeo video); but tune in tomorrow for the first look at the new collection.