Pure Color Jeans

[angelina]

This is a Pure Color editorial

It's a simple idea, one you'd think more designers would have come up with in this era of women of all ages living most their lives wearing jeans. For Steve Jolna, who along with his brother Kerry created the line Pure Color, it really was a no-brainer. Take just two really well-crafted, well-fitting five-pocket jean styles, and make them in a ton of colors and fabrics, and, voila! A hot new trend is born.

"We felt most of the jeans companies out there - including us - were covering indigo terrifically well, but no one was covering the color aspect of the business very well," Jolna says, explaining their simple jeans concept that is blowing off the shelves in every shop that stocks them.

"We wanted to find a vehicle that allowed you more than just a blue jean. Even if you could buy it in twenty-five different washes we didn't think that it was enough. So we wanted something that not only conveyed five-pocket jeans and the fashion of that, but we also wanted to do it in colors that would be really wearable."

Pure Color launched in June of 2005, with two basic cuts. Both styles - the Cosmo and the Vogue - are designed with real women in mind, rather than the super-skinny, super-tall supermodel, according to Jolna.

"We thought there was a need for the rises to go up a slight bit. Super-low rise is great if you are fifteen years old and up until your early twenties, but I think that a woman looks great if she wears something that fits her right, more so than if she just wears a brand because it's a brand," he says.

"So we wanted to drive that point home. I'm a fan of super-low rise jeans, but they are not for all body types - not for many women, frankly. And just because a rise is three-quarters of an inch or an inch higher it doesn't make it a frumpy pant. It's still sexy as hell. But it has a different comfort and it looks good on the body. So that was what we wanted to offer with Pure Color. To get the woman to wear what fits her correctly and still make her feel like she's wearing something that's premium and sexy - and to incorporate style and color into the whole package."

Both styles of Pure Color pants are still cut well below the waist, with the Vogue being the slightly higher of the two, and a bit more forgiving. The styles are designed to fit women with more curve to their bods than not, and are cut in a way to fit without gaps at the waist or unattractive tightness across the behind. That's not to say Pure Color jeans are for plus sizes; not at all. Offered in sizes from 25-32, and in various lengths (including a cropped look), the jeans are definitely made for females who stay in shape - and can afford the best money can buy, as proven by Pure Color's inclusion as one of Oprah's Favorite Things 2005. She specifically went for the corduroys, by the way.

Beyond the excellent fit, it is the colors and fabrics that really make the Pure Color line so cool. Picture a perfect-fit five-pocket pant in pink stretch corduroy or black velveteen, or a myriad of other options. "Green has been a phenomena. Anything that we put out in green does terrific. So, do poppy, oranges - that kind of vein is really strong as well. Chocolate brown, cocoa, mocha, those colors are also really strong," Jolna reveals. "We've found fabrics that now sort of convey the message that it is still a jean and still fun to wear and easy to wear, but you can wear color. It's a European sensibility, that's probably the best way to put it."

For Jolna and Pure Color, the road to long-term success really does seem simple. Make a jean that really fits, let women choose tons of fabrics and colors in looks that range from casual to dressy (the black velvet Vogues can definitely be ramped up for the dressiest occasion), and the stage is set for them to become a brand that in-the-know fashionistas will return to again and again.

"I think that the consumer has become extraordinarily smart and knows now that there is product out there that fits, as well as has the aesthetics that she wants. Our customer is the fashion girl who is sexy and smart and understands what looks good on her. She looks great just wearing a pair of jeans and a great cashmere black turtleneck," Jolna says proudly.

"It's exciting to see that customer out there, getting something that she's happy with and looking good in, when she finds Pure Color. She doesn't look like she's got her pants on too low or she couldn't pull them up high enough; she looks put together and stylish. And when she finds something great, she wants to be able to buy it again, maybe in three different colors."

Pure Color jeans are selling out in boutiques and better department stores all over the country, despite their $145 to $185 price tag. It seems Jolna's simple concept - that "there's something to be said for consistency and a great fit" in a pair of colored jeans - is one that American women are jumping at the chance to embrace.

[janusa]

i have a thin waist and big hips and these are the best fitting jeans ever for my body shape