Denimocracy, From Leggings to Jeans

Denimocracy calls its rebranding effort a “beautiful disaster.”

The Vernon, Calif.–based label used the provocative and amusing moniker to announce its Fall 2012 collection, the first under the direction of its new designer, Janine Shaw, formerly of William Rast. Shaw joined Denimocracy in December.

The Beautiful Disaster collection debuts at the Project trade show Feb. 13–15 in Las Vegas. The new collection stresses jeans rather than the five-pocket knit leggings with which Denimocracy made its reputation when it started in 2009. Graced with quirky style names such as “The Anarchy Legging in Groovy Baby” and “Evil Twin,” the leggings had been sold at e-tailers such as Karmaloop and high-profile multi-channel boutiques Kitson and Theodore.

Denimocracy’s jeans will look as idiosyncratic as its leggings, according to Shaw. “Denim has evolved over so many decades. We want our customer to be able to buy our jeans and have it stand out from every other piece in her closet,” she said.

Silhouettes range from super skinny to relaxed along with the more exotic “Quilted Rocker Zipper Skinny.” This novelty piece features wax coating, quilted top stitching and a zipper at the hem. One-of-a kind washes also will be important. They include prints, textures, coated finishes, and treatments such as ombre, mineral washes and overdyed denim effects. Unique details will include a stitched “x” on the front coin pocket and signature buttons bearing the letter “d”in black, muted red copper and pewter tones.

Denimocracy’s rebranding campaign started in June with the hiring of Sarah Lassek as sales and merchandising strategist for the brand. Her resume includes stints with True Religion and 7 For All Mankind. Jacqui Jaeger was also hired, in December, as Denimocracy’s national sales manager. The label’s sales effort will strive to expand the brand’s profile from regional to the national stage.

Wholesale prices range from $42 for leggings to $90 for jeans. For sales information, contact Jaeger at jjaeger@denimocracyusa.com or call (323) 923-3870.—Andrew Asch