The 4 Indie Denim Brands You Need to Know
Considering the number of denim brands that have infiltrated the market the last few years, the idea of denim shopping can be a little daunting, to say the least. Even more so when you consider that prices for a pair of raw jeans have crept up into the $300-500 range.
That’s why we set out to find the best reasonably priced, new indie denim brands. These companies offer premium jeans, without sacrificing quality or style — and better yet, they won’t cost a significant portion of your rent.
Read more below about what these new denim pioneers are doing differently and how these indie upstarts are changing the scope of the industry.
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Photo: Courtesy of Industry Standard
Brand
Industry Standard
Who
Founder and CEO, Nicole Najafi
When did you start your brand?
Launched exactly two years ago, in May 2014.
What makes your denim brand unique, compared to your competitors?
Our jeans have no outer logos, distressing, holes, or patches — it’s a very minimalist aesthetic. They are made in America and retail for only around $100 (some styles below $100!), thanks to our partnership with our L.A. factory. And our collection is very edited, at only six styles — the idea being that we didn’t want to overwhelm with countless fit and wash variations.
What is the average price point?
The prices range from $95 to $125, the average price being $110.
Where do you draw inspiration?
The line is inspired by the French film sirens of the 1960s and the high-waisted denim of that era. We’re inspired by clean lines and timeless denim styles.
Where do you see the brand going in the future?
We plan on gradually introducing more washes, but we always want to keep the collection minimalist and edited.
Photo: Courtesy of Courtshop
Brand
Courtshop
Who
Founder and designer, Lisa Fuller
When did you start your brand?
Courtshop launched in 2010.
What makes your denim brand unique, compared to your competitors?
I work very closely with customers in the stores, seeing what works and what doesn’t, making sure we can fit across a wide variety of body types. We own our own factories, so we’re able to quickly react to our NYC customers and bring them what they’re looking for.
What is the average price point?
Everything is under $200, which is a really important element of our line that we always adhere to. Our High Waist Skinny is $135. We’re using premium fabrics, the fit is great, they last a long time — but we don’t need to charge $250 for a basic jean, so we simply don’t. Accessibility has always been at the forefront of our vision.
Where do you draw inspiration?
Always our customers. They’re so cool. You don’t need Pinterest when you’ve got two stores in New York City.
Where do you see the brand going in the future?
More retail locations. We’ve definitely got our eye on Los Angeles. We wholesale the line worldwide and always have, but direct to customer is always the most rewarding.
Photo: Courtesy of BlankNYC
Brand
BlankNYC
Who
Vice president Will Redgate
When did you start your brand?
We started in 2007.
What makes your denim brand unique, compared to your competitors?
BlankNYC has evolved into a lifestyle brand that offers multiple categories. The design, quality, and price of our “third-piece” jackets are essentially unrivaled in the market. We offer denim fits, fabrics, and washes that are comparable to premium, but retail for less than $100.
What is the average price point?
$68-198
Where do you draw inspiration?
We find inspiration on the streets of New York, designer runways, and vintage pieces.
Where do you see the brand going in the future?
We are continuing to expand our assortment and enter into categories that we don’t currently offer. BlankNYC delivers the right product at the right price and we resonate with a large percentage of today’s consumers. The voice of BlankNYC allows us to freely interpret evolving trends but still remain on-brand. People are discovering BlankNYC for the first time every day so we expect continued growth.
Photo: Courtesy of Mother
Brand
Mother
Who
Founders Tim Kaeding and Lela Becker
When did you start your brand?
We started the company in 2010 and launched our first collection in the spring of 2011.
What makes your denim brand unique, compared to your competitors?
A combination of fabrications, fits, and the brand personality. We are known for our supersoft, lived-in fabrics. Our unique fits and take on trends, like the insider crop step fray, separate us from other brands. The brand personality is at the root of it all. Mother is built on the idea of duality — even the name is soft and nurturing while evoking teenage rebellion.
What is the average price point?
Our jeans range from $185 to $275. They are not only designed in Los Angeles but made in L.A. as well.
Where do you draw inspiration?
An editor in London recently said our brand was very “reminiscent.“ I think that’s a good way to describe us, as there is quite a bit of inspiration drawn from the past with our unique “Mother” take to it.
Where do you see the brand going in the future?
The sky is the limit, but we are very excited about our upcoming fall collaboration, as it will be something completely new for the brand.
