7 FOR ALL MANKIND

Designer Overview: Launched in 2000 with a star-studded bang, premium denim brand 7 For All Mankind marked the rise of Los Angeles, California, as the hotspot for top denim research and development, changing the industry’s landscape forever. Founded by Peter Koral, 7 For All Mankind’s luxury jeans literally exploded onto the market, earning rave reviews for its amazing snug fits, quality fabrics and impressive finishes. The brand, dubbed “Sevens” by top fashion editors and stylists, became a celebrity favourite — worn by Hollywood stars such as Cameron Diaz, Drew Barrymore and Nicole Kidman. Merging denim and couture, the brand launched a series of designer collaborations, such as with Zac Posen (2005) and Azzedine Alaïa (2006), to boost its reputation as a high-end jean innovator. In 2007, the brand became a wholly owned subsidiary of VF Corporation, pushing its true denim lifestyle to even more fashion lovers around the world.

This Season: For Spring/Summer 2010, 7 For All Mankind celebrates the boho-luxe lifestyle of an “ethereal gypsy.” The denim range follows a “peek-a-boo and repair” concept, where jeans are ripped and destroyed to expose studs, crystals or contrasting fabrics. The Boyfriend Shorty is the must-have of the season.

Brands Available at: IFC Mall, Pacific Place, Canton Road, Times Square

< BACK