It's more than likely that when you shop for jeans, where the denim came from isn't the first thing that pops into your head. The quality of that denim matters though—and that's directly connected to who makes it. (More on that crucial relationship in a moment.) After that, of course, they've got to fit just how you want them to. And a favorable price tag, whether that's the first or last thing you look at, is a crucial part of the equation.
A pair of jeans that checks all three boxes, especially the first, can be hard to come by. Buying jeans can be a shot-in-the-dark, hit-or-miss process (though it's made easier by our handy guide here), so it's not often your in-store and internet grazing lands on a pair that's got a story, a cut that works for everyone, and a price you can't pass up. But I came across just that trifecta when I learned about what Jomers is bringing to the table.
Jomers, as a brand, is only six years old. But the denim in a new pair of jeans has some serious history: It comes from Cone Denim's White Oak mill, the iconic, recently shut down North Carolina facility that's been doing it's thing for more than a century. When Jomers CEO Meyer Dagmy heard the end was near, he and his team members booked a flight to buy as much White Oak denim as they could get their hands on. What they've produced are jeans that aren't raw, but are still rugged. They're sturdy, but not stiff, and have a working man's feel to them. White Oak was recently tossed a lifeline by a local investor named Will Dellinger, which is good news for everyone, but the denim source alone isn't what makes these so special.
The cultural divide between guys still wearing skinny jeans and those who've embraced the wide-leg revolution is a vast one. But Jomers' narrowest silhouette, the "tailored" fit, finds the bipartisan sweet spot. They're slim enough to keep you looking tall and trim, but not so skinny that they look out-of-synch with the current style moment.
Last, but certainly not least: these jeans cost thirty four (34) fucking dollars. When I first heard "White Oak" and "$34," I knew I needed to give these a spin—but I retained skepticism. There had to be a catch. Yet, upon slipping these on and giving them a proper wear test, no catch presented itself. I'm heartened to say really good, $34 jeans do exist—and the fact that they're made from iconic American denim only adds to the feels.
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