Five Things to Know About... 7 for All Mankind
Basic jeans got a high-end makeover when 7 For All Mankind denim appeared on the Hollywood fashion scene. Founded in 2000 by Los Angeles-based Michael Glasser, Jerome Dahan, and Peter Koral, and now a property of the VF Corporation (the parent company of Lee Jeans, Wrangler, and Nautica), "74AM" has become a fashion-editor favorite for its sophisticated fits, eclectic range of fabrics, and bold experimentation. 7 For All Mankind has also expanded to include equally hip tops, dresses and footwear.
1. Before hitting the racks, every new new style of 74AM jeans undergoes a rigorous tweaking process involving dozens of fittings on live models.
2. For its spring 2012 ad campaign 74AM collaborated with workaholic actor/artist/director/grad student/everything else James Franco, who directed a series of dreamy promo videos for the brand. Franco has also designed a series of shirts for the brand featuring Polaroid images he took while shooting the vids.
3. The company offers seven different jeans styles for all mankind, and 13 cuts for all womankind (including maternity).
4. You can learn all about 74AM's California-meets-NYC aesthetic at Denim Dossier, the brand's culture, art, fashion and beauty blog.
5. 74AM embraces innovation and new technologies. In addition to experimenting with new dying processes, the brand has used lasers to create precision prints and created intense-stretch "Slim Illusion" jeans to make you look one size smaller.