From the cowboys of the Wild West, to the working class garb of the thirties, to the rock and roll rebels to today’s catwalks. We continue to have an everlasting love affair with denim.

Leading manufacturer’s like Levi’s and Lee help start the some what stagnant evolution of jeans. But then along came Calvin Klein who took it to the next level, creating America’s first designer jean in the late seventies. Since then the desire for designer denim has exploded.

Jeans are no longer just a casual wardrobe staple; they have turned in an extension of our identity, a must-have tool of seduction and attention.

In the “laid-back vibe” of Santa Barbara, where fashion labels and style matter, the designer jean is being worn by everyone from the wealthy socialites to the highly indebted college students. The popularity contest for top brands depends on the message they send from the jeans’ back pockets, not the price tag. Embroidered, studded, patched, fringed, straight leg, boot-cut or flared; once again we are locked in an everlasting affair with denim.