California Apparel News

Anoname Jeans is a new Los Angles-based men’s and women’s denim line that doesn’t try to overwhelm the consumer with the designer’s name. The name of the line means “anonymous” in French and was selected by designer Michael Herrera in an effort to downplay company branding.

“The company’s philosophy is that it’s about the clothing, not the name,” said Herrera. “We want the people who wear our jeans to have self-expression and not walk around as a billboard for the company. Our motto is that individual style needs no name.”

Herrera, who has more than eight years of experience designing for Karl Kani Jeans, Meoshe Jeans and n.r.g., partnered with a manufacturer in China with more than 15 years of experience manufacturing and finishing denim apparel. The designer said that he uses inspiration from his partners and builds on it without going too far.

“I still do the research trips to Europe and Asia, but since we have a partnership with a big manufacturer that develops their own washes and fabrics, I get inspiration from them as well as MTV and the music industry,” he said. “I try to stay current and take things a step further without going too crazy, designing things that you would see on a normal person, but with an edge.”

For its Fall 2002 collection, Anoname Jeans has velvet flocked denim, sandblasted corduroys and a lace/denim mesh in tops and bottoms for both men and women. The collection uses a rich wash to give added texture and a customized look.

“What’s great about denim is that when you do the washes, you never get the same color, which lends to the individual feel,” Herrera said, adding that he is combining wash treatments to create new looks.

“We’re using treatment upon treatment upon treatment,” he said. “We’re sandblasting, with picking and embroidery all on one pair of jeans, to satisfy the customer who wants to look individualized.”

Anoname Jeans can be found in Los Angeles at Cosmo’s, Futureman’s and House of Blue Jeans and at Bang Bang and Canal Jeans in New York.

“We are focusing on specialty boutiques before going to department stores,” said Jane Han, director of marketing for Anoname Jeans. “That’s the best place to get feedback on what people think of our line.”

For more information, call (626) 965-2662.