Luis Denim Founder Louise Chan is unsure whether the jeans market has returned, but she is diving in headfirst with experimental denim silhouettes.
The founder of the Made-in-L.A. brand, which debuted last August at Magic, said that vintage brands are currently driving the denim market and consumers are looking for silhouettes that speak to their individuality. “I feel like the customers today are very savvy,” she explained.
Luis Denim is meeting the consumers’ taste for something interesting with a new, daring core silhouette: a carrot pant, which Chan said is influenced by menswear and hip-hop culture. The carrot pant is offered in indigo as well as a black denim with a sheen resembling hand-painting, a treatment Chan described as “oil slick.”
Other unique items from the line include a patchwork style that pieces together regular denim with crosshatch denim for a streaked effect and a style treated with Chan’s “destroy wash,” a string of large holes going up the leg.
Luis Denim is best known for its exclusive silhouettes including a denim jumpsuit made with 6 oz. Belgian denim, kimono trench coats and denim peasant shirts with asymmetrical necklines.
Adding a touch of femininity to the more rugged bottoms, Chan has incorporated silk into her line. She designed silk blouses with ruffle details, and she is also experimenting with a silk charmeuse version of her popular denim jumpsuit with ruched details.