The 3 New Labels Doing Denim Right

Photo: Courtesy of McGuire Denim.
To state the obvious: L.A. knows great denim. From Current/Elliott to J Brand to Guess, the city's list of iconic, homegrown labels is one to commit to memory.
So, what SoCal denim brand will be the next to breakthrough and become a staple in all of our closets? Well, without further introduction, meet three new labels making really rad jeans, right here at home.
Advertisement
1 of 9
Photo: Courtesy of Frame.
The Brand: Frame
Founded By: Jens Grede & Erik Torstensson in 2012
Based In: Los Angeles

What initially inspired the line to come about?
"We wanted to create a brand for the women and men in our lives who inspire us, many of whom are already in the fashion industry. From the beginning, we just did a few pairs and gave to our close friends, and they went crazy for our washes and fit — so that convinced us we should open up the brand to stores."
2 of 9
Photo: Courtesy of Frame.
What makes Frame unique from the rest of the denim out there?
"Firstly, we invest heavily in our fabric — it is the defining difference. Secondly, we don't regard ourselves as a denim brand but rather a company obsessed with creating the perfect fashion essentials. Denim was our starting point. Now we also do FRAME Shirt."

What style in particular would you recommend for a first-time customer to really get acquainted with Frame?
"If you like a sleek silhouette try Colombia Road in our signature fit Le Skinny. That jean is the foundation of FRAME and a timeless classic."
3 of 9
Photo: Courtesy of Frame.
What makes L.A. a great place to design denim?
"The best denim artisans in the world are based in L.A. — the heritage and knowledge is unrivaled. It is the fabric of the city, and if you want to get started in denim, it is the place to be. I have said before that if you want the best leather you go to Italy. And, if you want the best denim you go to L.A."
4 of 9
Photo: Courtesy of McGuire Denim.
The Brand: McGuire Denim
Founded By: Marianne McDonald in 2013
Based In: Los Angeles

What initially inspired the line to come about? "Before starting McGuire, I decided to take some time off to travel with my family. One of the places we visited was the small town of Nimes — the birthplace of denim in the South of France. While we were there we kept running into the motif of a crocodile chained to a palm tree. This coat of arms symbolized the town's freedom from colonization and to me it felt like a significant reminder of denim's heritage — and the perfect starting off point for my denim collection, which references denim's history viewed through a modern lens."
5 of 9
Photo: Courtesy of McGuire Denim.
What makes McGuire unique from the rest of the denim out there?
"I have always felt that there was a void in the marketplace for denim that springs from its utilitarian origins, but is re-imagined for tomorrow. With McGuire we try to address this by exploring the idea of functionality and adding an element of sophistication and sexiness with our use of super-soft denim, a leg lengthening silhouette, and the finest wash treatments in the world, which hint at denim's vintage origins."

What style in particular would you recommend for a first-time customer to really get acquainted with McGuire?
"Our Gotham Slim is great style to try. This is a classic skinny jean, re-imagined with exposed zippers and the piping detail of vintage railway trousers — it flatters all figures while maintaining our signature sophisticated ease. A skinny jean should look great, but it should also feel amazing. Malachite, our slightly faded black wash, is one of my favorites."
Advertisement
6 of 9
Photo: Courtesy of McGuire Denim.
What makes L.A. a great place to design denim?
"L.A. is an ideal place to design because it affords the ability to create completely on location. We're proud to make all of our jeans here in the United States using some of the finest denim craftsmen in the world. While I continue to reference a New York sensibility in McGuire's aesthetic, I have to say, the incredible weather and scenery in Los Angeles are pretty easy on the eyes as well."
7 of 9
Photo: Courtesy of RtA.
The Brand: RtA
Founded By: Eli Azran & David Rimokh in 2013
Based In: Los Angeles

What initially inspired the line to come about?
"We launched the brand not knowing how it would react in the marketplace. Our principle and direction has always been the same. How do we want our ideal girl to look? Effortless, chic, and sexy."

8 of 9
Photo: Courtesy of RtA.
What makes RtA unique from the rest of the denim out there?
"Unlike most denim, it's really hard to combine complicated treatments with an amazing fit. Through lots of hard work and testing, we are able to encompass both aspects."

What style in particular would you recommend for a first-time customer to really get acquainted with RtA?
"Our best denim seller is our light used skinny jean. It's simple yet sophisticated. It fits like a glove on any body type, yet with a specialized wash."
9 of 9
Photo: Courtesy of RtA.
What makes L.A. a great place to design denim? OR, why do you think so many denim labels start in L.A.?
"The capabilities we have in L.A. are endless. The contractors that are available to us have been around for decades, and each specialize in different types of process and craftsmanship."
Advertisement