Joey Jorgensen, Analog Design Director
What is your overall story for Fall 11?
Quality denim and apparel with a distinctly classic appeal. Design cues are taken from vintage work wear, utility and classic outdoor styling. Focus on wash and finish.
Wovens is always an important category for Fall. How are you mixing it up to make it different this season in the fit, details, finishing?
Attention to tasteful branding, interior detailing and fabrication. Plaids will always have a place in menswear but color, scale, texture keep it fresh from season to season.
What have been the most successful styles for knits?
We’ve seen some good success with fashion variations of baseball style three quarter sleeves, tonal color blocks and Henley/button necks.
What categories and styles did you see perform last season and how did you incorporate that retailer feedback into the collection?
Last Fall we made a huge push in denim and saw great success. We’ve taken key colors and washes and continued to expand our offering of “Wheel Wash” denim, where we re-purpose used skateboard wheels to wash down our premium fabrics. It gives the jeans a unique, soft hand feel and finish.
What is the difference in the coloration in the wheel wash rather than using rocks?
Stones are coarse and abrasive and really take the surface of the denim down. The used wheels are abrasive in their own way, but the urethane also has a unique quality to it that provides a really soft hand feel, that’s not quite as dry as just stones. Coloration isn’t really determined by wheels or stones as there are lots of other wet and dry processes that affect that. Wheel Wash is mostly about achieving a great hand feel and complementing it with other wash processes to achieve great color and detail.
Last Fall, heritage and work wear were big trends. Are you addressing either of these trends and how do you see these evolving into the next step?
Yes, we’re definitely still taking design cues from these trends, but also seeing some color and styling start to evolve into more of an outdoor kind of feel. But, evolving for sure, exciting to see where [team rider] Dylan [Rieder] is taking his styling for his signature collection. Long term, I think a lot of things will follow that direction.
What are the fit updates for the denim styles?
There’s no hard fast rule here. There are as many fits out there as customers. We see our successes in the slim to skinny range, mostly around a 15 inch leg opening like the Dylan Signature Jean. I think customers are also starting to accept and be open to varied rises that are longer and wear looser up top and slim through the knee and leg, “slouch” fit. Some cool things happening there in the fashion world that hopefully can translate.
What are the key styles for jackets this season?
We’ve seen some good growth in that category and its come from really having a comprehensive style offering. We’ve seen some good results from denim styling across a variety of fabrications, especially leather looks. Also have seen our wax denim fabrication story drop into a more fashion styled button front vintage hunting style jacket that is getting great feedback. The fashion details in the Dylan signature M-65 has been well received as well.