Unknown Factory Goes for Innovation

Unknown Factory is focused on making a fashion statement. The denim brand, which originally launched in early 2008, relaunched for Fall 2009, refining the look and concept of the collection. Co-founders and brothers Eli and Moshe Azran seek to fill a niche in the market with innovative design. The Azrans believe a denim brand must have a unique take to motivate customers to buy, especially in today’s economy.

Only in their early 20s, the pair honed their denim savvy by working at various companies prior to launching their own collection in 2007. Moshe worked as brand coordinator at Taverniti So. Eli worked in sales at Taverniti So and Neo and founded the denim line Eclipse Noir.

For Unknown Factory, Eli designs each collection, and Moshe focuses on the business side of producing the line. The brothers bring an innovative approach to the denim market by researching and collaborating with creative types to bring fresh ideas to the collection.

“Every season, it’s like a new story. We try to really stay as high in fashion ideas as possible and bring it to denim,” Eli said.

Added Moshe, “Our customers automatically know that when they come to us, they’re going to find something totally different.”

So far, the philosophy has worked well. The line has been picked up by leading stores such as Shopbop.com, Kitson, Revolve and Atrium. While the focus is to create a look that stands out as much as possible, the brand also aims to maintain an unpretentious underground profile. “The whole concept behind the name ’Unknown Factory’ is the idea of being unknown,” Moshe explained. “Because of the times we live in, everybody is so self-conscious. Every move is documented; every day is documented. So the idea behind having a logo that’s just unknown [is] you wear the clothing just because of the way it looks, not because of what it is called or what it represents. Just being yourself.”

To distinguish their line, they add various treatments to denim fabrics to make each piece as unique and detailed as possible. At first glance, a biker jean appears to be very basic, but upon closer inspection there are many subtle details, including articulated knees, seamless pockets and elongated belt loops that connect to the back pocket.

“There are a lot of key details that many people don’t focus on that we think separates us from everybody else,” Moshe said.

For example, the “Skinny Bandit” jean has multiple seams that start below the knee and continue up the side seam to create an edgy design line. And one jean has zippers that transform the pant into a knee-length silhouette or short shorts.

This season, the top style is the “Biker Custom” jean with studded details and a destroyed wash. Other fashion treatments include vintage acid washes, lace overlays and zipper details.

To cater to a fashion-savvy customer, jeans are cut in a slim, super-skinny fit. Unknown Factory only makes one fit, varying the look with various fabrics and an assortment of details. The line also offers a range of basic styles each season.

Fabrics include stretch denim and twill in colors such as yellow, pink, white and black and washes ranging from light to medium and dark blue.

Wholesale prices range between $75 and $110, and the “Biker Custom” jean, with 560 studs, sells for $160.

For now, the line is geared only for women, but the pair plans to add a men’s line in the future. “We want to really focus on [the women’s] right now. And when we decide to put the men’s brand out, it’s going to be something as special as the women’s,” Eli said.

For more information, contact the Joey Showroom at (213) 623-8703. —N. Jayne Seward