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Friday, December 7, 2018

Luxury Denim At A Premium Price, Why SLVRLAKE Could Be The Best Jeans You Ever Buy - Forbes

Slvrlake brings designer quality denim to the market at a premium price.SLVRLAKE

Husband and wife team Lousie and Gary Edgley co-founded their line of denim, Slvrlake, with one thing in mind: to create timeless, impeccably fitting, quality jeans. On the surface, it sounds like a simple task but in reality, it’s much easier said than done.

They’ve launched in an oversaturated denim market, mainly filled with brands that are trendy and pricey but lack the details to justify their costs like fit, comfort and performance. Add this to the rise of athleisure and the consumer’s high desire for comfort, the denim market has found itself under pressure. Basically, people are buying less and less into the hype of premium denim.

The couple, who are UK transplants to Los Angeles, is acutely aware of this disconnect and have spent years developing Slvrlake as an antidote to what's on offer in the market. Their cuts and silhouettes eschew trends and instead opt for design elements that result in giving a denim consumer what they want the most—a minimized waist, elongated legs, a bottom that looks lifted and comfort all in fabrics and washes of the highest quality.

Luxury fabrics and meticulous attention to fit define the Slvrlake brand.SLVRLAKE

Both Edgleys came from the world of fashion and denim, Louise as a Marketing Manager for a well-known premium denim brand and Gary who was the Buying Manager at London heritage department store, Selfridge’s, where he also launched their Denim Studio.

Having this birds-eye view to the industry and the gaping holes within they both knew with their combined knowledge and backgrounds they could bring something to market that didn’t exist.

“Quality was lacking—premium denim just didn’t feel very premium. So, with our industry experience combined we really cultivated the desire to launch Slvrlake—a luxury line of denim made with the finest quality fabrics, shaped in timeless silhouettes with a true vintage feel and natural looking washes built to stand the test of time.”

The original concept was built around the idea of a new and modern Americana, drawn from America’s rich denim history but interpreted through the couple's international point of view.

 “We wanted to bring back that authenticity to the premium denim space and create real jeans that are not trend-driven. For too long there has been a real lack of quality and fit. You simply can’t cut corners on fabric, like most things you get what you pay for," Louise says about the premium denim space. “We only work with the only the best denim mills and we spent a long time researching and testing until we found three unique fabrics; a rigid which is butter-soft, an open weave which creates rich washes and then a compact weave which as a really unique texture.”

With fits and silhouettes that eschew trends, Slvrlake hopes to give consumers jeans with timeless style they will wear for years to come.SLVRLAKE

Have they succeeded? You would have to wear a pair to find out. Although if sales have anything to do with it, the evidence shows that Slvrlake has already become best-sellers with the retailers that stock them.

“Our client comes to us for discovering new, amazing brands and that's exactly how Slvrlake became one of our best-selling denim brands,” says Lisa Ruffle, a buyer at the luxury e-commerce site, Moda Operandi. “They're the perfect vintage blue wash, the rise is the perfect high and I love that the legs aren't too skinny or wide. It's the perfect pair of denim for any occasion—it’s the jean you put on and always look polished.”

Their ethos is simple: create newness through fit and styling, rather than just passing trends. It's something which they also hope will have the added benefit of sustainability, not in the direct sense but by giving consumers something high-quality and timeless to be worn over and over instead for just one season or one year.

 “Buy better, buy less," she says. "Quality before quantity."

Slvrlake makes products in a full range of denim styles from jeans to jackets to dresses.SLVRLAKE



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