Joe Bush Finds the Latest Wrinkle in Old Jeans

In his colorful career, Joe Bush has worked as everything from a rodeo rider in Montana to a stockbroker in Colorado. For his latest act, the 64-year-old cowboy has become a denim mogul.

For more than 18 months, top contemporary boutiques such as Sherman Oaks, Calif.–based Belle Gray have been selling his line, Joe Bush Jeans. The Torrance, Calif.–based line takes the DNA from old favorites—fabric from vintage Levi’s and pre–Vietnam era U.S. Army fatigues—and turns them into skirts, shorts, Capri pants and anklelength bottoms.

On Jan. 28, Joe Bush Jeans held the first fashion show in its five-year history. The 30-look show was held at The Food Studio restaurant in Redondo Beach, Calif. The line debuted new styles such as plaids constructed out of men’s suiting fabric, and tops such as camouflage vests. The show also offered some new angles to old looks.

“Daisy Duke” denim shorts and worn denim pants were on exhibition, some emblazoned with stencils of a woman’s face. Others were studded with floral patterns.

Bush said he sometimes could not believe that he has made a business from dealing in vintage denim. He recalled talking to some vintage-denim dealers from Europe in 1990. They told him there was good business in old jeans. “I thought it was the most ridiculous thing I ever heard,” he said.

Bush forecast the label’s 2006 sales would likely exceed $2 million. The next step for the label is to expand the line into a full collection of T-shirts, coats and sweatshirts, Bush said. The new looks will also remain true to the label’s initial inspiration: vintage fabrics. —Andrew Asch