Attention-Grabbing Style

AG JEANS WILL GET YOU NOTICED.

BY ELISE M. DIAMANTINI

Who isn’t searching for the perfect jeans, a pair that is both comfortable and sexy? Seemingly impossible standards for most brands to live up to… but AG isn’t most brands. Mixing that form-fitting silhouette with a lived-in feel is what makes AG denim the hottest on the market.

The company launched in 2001 as a collaboration between Mr. Yul Ku and “the Godfather of denim” Adriano Goldschmied. (Ku owns 30-year-old Koos Manufacturing, one of the world’s premier denim factories; Goldschmied co-founded Diesel.) The two parted amicably in 2004 and the brand has been on the up-and-up since Ku’s son Sam became design director in 2006. AG manufactures everything in its own 400,000 sq. ft facility in Los Angeles, employing over 1,000 workers.

The amount of time and personal attention that goes into each pair is astonishing: from hand-sanding and oven-baked whiskering to new eco-friendly laser technologies that help create that perfect vintage look. “We control every step because we’re a vertical operation,” Sam says. “We don’t take shortcuts, or try to save a few cents here and there with cheaper fabrics or trims. We really care about the product and want our consumer to look and feel good in our jeans.”

Premium fabrics are sourced from Japan and Italy, many of which are exclusive to the brand. Recently, AG has also impressed with its non-denim styles, like super-soft pima cotton cords. In denim and other fabrics alike, Sam highlights colored bottoms as one of spring 2012’s hottest trends. Men should try muted colors like sand and charcoal, while women can experiment with a more diverse range: dusty shades of rose and gray, and saturated brights like electric blue and raspberry.

The brand has garnered frequent press attention thanks to its many celebrity devotees, including  power couple Gavin Rossdale and Gwen Stefani, and Academy Award nominee Anne Hathaway. But Sam gets most excited when he sees someone—anyone—walking down the street in a pair he designed. “For me, that will never get old!”

 

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