Los Angeles based premium denim brand 7 For All Mankind is going back to its roots, launching a new collection targeting an older, more sophisticated customer who is focused on fit rather than seasonal, trend-driven styles.
In stores for fall, Jen7 is the jean giant's newest offering to the $16-billion denim market and a line that the brand's vice president of product, Peggi Jewell, says will serve "premium denim's first customer." That customer is a female who was in her 20s when she purchased her first pair of premium jeans in the late '90s, when premium jeans made a splash in the clothing market, and now, in her 40s, still wants the look and tailored fit of high-end jeans, but without the trend-driven silhouettes being marketed to her niece or daughter.
"Jen7 is meant to fill a void for the legions of women that have grown up wearing premium denim but have struggled of late to find something that meets their lifestyle needs now," says Jewell. She adds that it's the consistent "top block" on each pair of Jen7 jeans that is the main point of difference between Jen7 and 7 For All Mankind products.
Spanning from the top of the thigh to the top of the waistband, the top block will remain consistent on every pair of Jen7 jeans regardless of the style or season. The Jen7 top block has been designed to have a higher rise that eliminates gapping and allows for more room through the hips than the traditional pair of premium jeans. According to Jewell, this top block was built for a woman who is fit but has possibly had children and encountered some inevitable changes in her body.
"Jen7 has the flattering top block and shortened inseams," says Jewell, "as we see this woman entertaining at home with friends wearing flats or kitten heels rather than sky-high heels."
Priced at $185 and all manufactured in L.A., Jen7 is launching with three core fits: skinny, slim straight and slim boot cut jeans, all meant to serve as versatile wardrobe workhorses.
Jewell notes that while the Jen7 customer is looking for jeans that are stylish rather than trendy, the line will begin to offer several novelty prints and new denim washes and colors each season. These may be priced higher, at around $215.
Why the name Jen7? Jewell says that "Jen" pays homage to Jennifer, which is the most popular name of the generation of women that the brand had in mind when creating the collection.
"Jen also happens to be the name of our designer [Jennifer Garcia], along with what seems to be half the women involved in the line," she says. "The 7 is a small nod to 7 For All Mankind. We think it's important for people to know that this is coming from a group that really understands both women and denim."
Jen7 is available at Saks Fifth Avenue, Bloomingdales, Neiman Marcus and Nordstrom.