Found DenimLana Cretz and Sara Watson, the brains behind Found Denim, are no strangers to the world of denim. The two designers have a resume which boasts some of the top denim companies around. Sara got her start on the design team at Chip and Pepper, Lana was a Creative Director at Hudson, and the two became friends while working at Adriano Goldschmidt (AG). Lana studied Design and Art History in London, and Sara studied Art History and Costume Design at UCLA. Both had a love for fashion from an early age. “We were always creating and making things and we became extremely fascinated with the construction and tailoring of garments”. They honed their skills as interns with top designers and both girls found they were drawn to denim. They each were collectors of vintage jeans from the 50’s, 60’s and 70’s, and they loved the idea of a fabric and an article of clothing that changes and ages as you wear it. Working together at Hudson Jeans, they uncovered their entrepreneurial spirits, which led to the development and execution of their collection. The pair teamed up with artist and designer Steve Zeitzoff from Washington DC to form Found Denim. Steve studied at the School of Visual Arts. He has been designing and art directing for the last 10 years in New York and LA for high-end ad agencies, skateboard shoe companies, as well as the music, fashion, and street culture world. The concept of Found Denim is a juxtaposition of French New Wave meets Open Road Americana – think Easy Rider meets couture denim. It is meant to conjure classic, timeless 50’s and 60’s inspired silhouettes, and a sense of eclectic, fierce, free spirited rebellious chic – Godard films, Francoise Hardy, Brigitte Bardot in Motorcycle Mama. A Found girl has her own unique style, which comes from her flea market rummages, her collections from her world travels paired with the latest runway style. She is a free-thinker, all parts art and fashion with an enlightened worldly sensibility. Inspired with a clear vision, Lana and Sara have created each piece with precision. The beauty of each piece is achieved through its distinct and deliberate imperfections in stitch and thread and beautiful clean or uneven wash. The fits of the Found Denim jeans are impeccable, and the silhouettes range from a skinny fit to a higher waist wide leg, to a classic straight, to the more Euro – Japanese slouchy skinny fit which is looser at the waist and hip with skinny 12” leg opening. This style also has small buttons for suspenders. There is also a fashion jean that is a skinny leg with a zipper that runs down the lower front half of the leg. The denim goods are manufactured and expertly hand-abraded and washed in the greater Los Angeles area. Washes range from a dark blue rinse to more sun-bleached hues, along with many variations in between as well. The designers have ventured into other bodies such as bamboo and cashmere sweaters, denim and cotton jumpers, a washed wool hooded jacket and an oversized chunky cardigan. “We are inspired by what is happening around us, wherever we are. Our idea is to create beautiful, well constructed clothing and inspire individualism”.
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