J.Crew Launches US-Made Premium Denim

May 9
1:22 2014
J.Crew Launches US-Made Premium Denim

J.Crew has expanded into the premium denim game with the launch of their new line Point Sur Denim. Tom Mora, Head of Women's design at J.Crew, spoke to Racked this week and explained their expansion into premium denim, the name and more. "We're always looking for those things that excite us, that make our hearts beat faster, and denim kept coming up. It felt like the right thing to have this brand that's part of our company but stands on its own, its own name," Mora said.

"We're so vested in doing beautiful, classic things with a twist and denim is a big part of that," Mora explained of Point Sur's origins. "Quality is such an important part of what we do-this is really the premium stuff... [We're] working with the best premium cottons from the US, from Japan, from Italy. It's really using the best of the best."

The idea is to elevate the successful J.Crew styles, like the boyfriend jean, to a place that doesn't have to appeal to everyone. Fittingly, the Point Sur jeans will have a price tag to match - $198 to $288 compared to J.Crew Denim ranging from $115 to $168. "We still love our J.Crew denim, but it definitely reaches a broader audience. [Point Sur] is going after those die-hard denim lovers... [We're] playing with proportion, playing with rise, to make it really unique and special." Mora went on to say, "[Point Sur] allows us to speak to the denim customer-not the J. Crew customer who likes denim but the customer who is a denim fanatic."

Check out the whole Point Sur collection at your local J.Crew store or online.


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