Premium denim jeans have just become a bit more accessible with the introduction of DSTLD jeans, the new Los Angeles based label. In just over a year, co-founders, Corey Epstein and Mark Lynn have launched a full – service collection of men’s and women’s denim and luxury essentials.
The two entrepreneurs have known each other since high school having worked together on their first business ventures. Their fifteen year friendship and a chance reunion on a flight to L.A. led them to focus on developing this new direct to consumer brand. “The luxury market is overpriced. We knew that high quality, well priced garments didn’t need to cost a fortune,” stated Mark Lynn and hence DSTLD was born.
The inspiration behind the line is twofold. First is the company’s “distilled” or direct to consumer business model. By cutting out the middlemen and third party retailers, DSTLD can bring down the cost of premium denim and essentials by their estimates 3 – 7 times less than a tradition brand.
Second is the notion that the line between a work and off-duty wardrobe has blurred. Epstein and Lynn wanted to build a brand to offer high quality essential pieces that would be core to this changing fashion dynamic. Shying away from elaborate stitching, fussy details and logos, the current collection is a curated mix of basic elements, minimal and clean lines made in an edited color palate of black, white, grey and denim.
What’s striking about DSTLD’s initial looks is the variety of fits and fabrications offered for both men and women. Women’s fits include high-waisted, low-rise and cropped skinny jeans with a bit of stretch and are available in fabric choices from over-dyed to deeply distressed denim. Men can choose from skinny, cigarette, slim and straight leg versions in a variety of fabrications as well. Top sellers are the raw denim looks and the company offers a fantastic modern take on the classic t-shirt. This tee is designed with a raw edge and a loose open neckline.
According to Lynn, “It’s tempting to try to do every trend out there but in the end, it’s not practical. Instead we’ve learned to focus on what those ‘trendsential’ pieces are, make them with the best materials and in the best facilities and sell them at the best prices.” But that doesn’t mean the brand is going to stay tied to their initial offerings. The company hopes to add a few more trend-forward silhouettes, additional layering pieces for men and women as well as outerwear including an Italian made leather Moto jacket for women.
The challenge is convincing the buying public that premium denim can be purchased online at reasonable prices points. However, this challenge is hardly insurmountable as what can be seen from current trends in products such as glasses from Warby Parker or shoes from Jack Erwin. DSTLD’s commitment to producing quality clothing using eco-friendly premium fabrics in true to fit sizing, with excellent customer service is putting them on the right path to success. Remarked Corey Epstein, success for DSTLD means, “being recognized for a well-designed product, must-have selection and growing to be the largest direct-to-consumer lifestyle brand.”
The price points for clothing and accessories range from $20 to $105 with jeans falling in the $65 – $95 range. All items are available online at www.dstldjeans.com.