04 Fashionable People

The man behind Naked and Famous denim

Brandon Svarc is the man behind Canada’s own Naked and Famous denim. His line of affordable, quality selvedge denim has been making waves in all areas of the fashion retail world recently.

Meet this man once and you’ll understand his success is directly proportional to his passion for what he does.

He recently sat down and took some of his business time to answer some questions for HG2, one of Naked and Famous’ Edmonton retailers.

HG2:  Can you give us a brief history of Naked and Famous?

Svarc: We launched less than 2 years ago with a crazy idea to make superior jeans but at a far lower price than any competitor. We do that by importing the most rare and most expensive denim fabric in the world, but then keep everything raw and simple. We don’t have to pay for any washes, distressing, gimmicks, advertisements, and sales agents … so we save money and so does the consumer. Naked & Famous is a “luxury value” brand. And, ALL our products are proudly made in Canada.

Natural Indigo Stretch

HG2: Why Japanese denim?

Svarc: I could talk to you for several hours to properly answer this question. But instead, I can give you my very abbreviated, 3 short reasons why Japanese denim is “better” than the rest of the denim in the world…

a) Shuttle looms – The Japanese have these old-school looms called shuttle looms, which create a unique, high quality and rare type of denim called Selvedge denim.

b) Rope-dying – Japanese denim fades so much more beautifully than other denim, because of the unique dying method used to dye the yarns. The result from rope-dying yarns is a thick and beautiful build-up of indigo on the outside of the yarn, but a “white core” or “white center”. So, as you beat the crap out of your jeans, the tough exterior dye starts to break away and reveal a lovely white core.

c) The water – Okayama, Japan is the denim capital of Japan. They have access to fresh, clean running water that has a unique mineral content and PH balance. The

Factories use this water to make the dyes, clean the yarns, run the finishing processes and this helps create a physically superior fabric.

Slim Guy - Black Selvedge

HG2: Can you explain for us the love people have for selvedge denim? I mean, does it make a better pair of jeans? Why?

Svarc: Selvedge denim is amazing and unique because it is rare and it is the only true vintage denim. Selvedge denim is difficult to make, it is rare and special and

Has superior quality. My favorite analogy to describe the difference between selvedge denim and newer mass-produced denim is the luxury watch industry.

Selvedge denim is just like a fine Swiss swatch. Swiss watches, which can range from $5000 to $300,000 use an old, slow technology that requires a great deal of human labor and special attention. Swiss watch making is more an art than production. This is very similar to selvedge denim, which cannot be mass-produced like new denim, and requires special trained labor. Each meter of selvedge denim is special and a unique piece of

art.

On the other hand, new denim is like a cheap digital watch. Digital watches have a battery and microchip inside, they use a far more advanced technology than a

Mechanical Swiss watch. Digital watches and new denim are cheap, mass-produced and trivial.

HG2: Can Selvedge denim only be produced on old style shuttle looms, or are there newer ways of making selvedge denim as well?

Svarc: Many years ago, when Levis abandoned their shuttle looms, the Japanese mills were glad to buy them up and became the leaders in producing this special vintage denim.

But they also hired companies like Toyota to create reproductions of these old looms. You will often see “TOYODA” marked on these old repro looms.

Skinny Girl - Indigo Stretch

HG2: Your approach of just a few fits, with raw denim and no after-market stressing or washes seems to be something the current denim market is attracted to. Why do you think this is?

Svarc: Because raw denim is the best for so many reasons. Raw denim gives power back to the end consumer! Raw denim will fade beautifully and conform to whoever’s body is wearing them. I find pre-distressed denim so silly. If you are not the exact same height and proportions as the companies fit-model then pre-distressed jeans will look stupid on you. Plus, most pre-distressed jeans are just so horribly tacky.

If you go buy a Ferrari, do you want it to be used and full of scratches, rust and beat up leather seats? We use the most expensive denim in the world, so it would be silly to ruin it with crazy washes and harmful chemicals before the consumer ever sees it.

Natural Indigo - revival selvedge

HG2: Who would win in a race, Superman or The Flash?

Superman… Which reminds me, have you seen our bulletproof Kevlar denim now out?

HG2: How should a new customer care for their new pair of Naked and Famous jeans? That is, how long before washing, and any tricks or tips to get the best look out of them?

Svarc: If a brand gives you a single answer to this question, tell them to go jump in a lake! There is no one answer… the real answer is “It Depends if”

a) If you wanna be a denim nerd like me, then you will never wash your jeans. Just beat them up and wear ‘em until its time to switch to your next pair.

b) If you want a beautiful and personalized jean, then just simply wear your jeans hard for as long as you can until you are happy with how they are fading. That point may be after 6 months, 9 month or a year, or just when you think they are too stinky, it really depends on you.

c) If you just like simple, quality clean jeans, then you can wash them at any time, and as often as you like. Some people just like raw denim because it’s not tacky and is easy to wear to work or even to a semi-formal event. If you like look of raw jeans, but wish they were a bit softer, go ahead and wash as you see fit.

HG2: Where did your love of denim come from?

Svarc: My family has been in this industry for over 57 years, when my grandfather started our parent company. I used to play in boxes of denim as a little kid. So, I’d say it’s in my blood.

HG2: For those looking to further their education in denim, are there any forums or websites you would recommend?

Svarc: Sure, here are some neat forums that have some good info… (Just be careful, as there is a lot of mis-info and personal opinions on these forums, which should not be confused with facts)

www.superfuture.com find supertalk/superdenim

www.hypebeast.com

www.styleforum.net

www.denimology.co.uk <http://www.denimology.co.uk>

HG2: What can customers expect to see in the future from Naked and Famous?

Svarc: In the very near future, for Holiday 2009, we are releasing a 24oz selvedge denim, which is the heaviest denim ever created!