Grass Settles Into Greener Pastures
When Kellie Delkeskamp and John Cherpas started denim company Grass in 2003, they knew they were entering a highly competitive field.
Their five-pocket jeans line is inspired by Levi’s and the freewheeling rock ’n’ roll spirit of the hippie era. While other Southern California companies such as Lucky Brand Jeans were blazing a trail in this niche, Grass had already found success in this counterculture milieu.
Grass jeans and T-shirts have been sold at Belle Gray, Lisa Kline and Ron Herman, and the company shipped its debut men’s line in August.
Delkeskamp and Cherpas celebrated their jeans with a party at the Spider Club in Hollywood on Oct. 11. The event included a concert by Johnny Irion and Sarah Lee Guthrie, granddaughter of folk legend Woody Guthrie.
The co-owners of Grass said they plan to build their company with a modus operandi that is as relaxed as their denim. “We’re kicking back. We’re not rushing it,” Delkeskamp said. The jeans have price points of $150–$210.
This is not Cherpas and Delkeskamp’s first foray into denim—or even brand building. The designers say they left their former company, Fever, a fashion denim line, after the financiers took control of it. Prior to that, Cherpas had a menswear line under his own name, and Delkeskamp had a contemporary line called Josephine Loka. For Grass, the two plan to build the brand into a collection that offers a complete line of apparel and accessories. —Andrew Asch
