About this project
The story so far...
I have been designing & making premium denim for over 15 years. I love what i do and my reputation for fit & innovation comes from experience, hard work and passion for all things denim, especially selvage denim. In fact i'm so passionate about it that i'm reinventing the way people purchase premium denim and how much they pay for it. This is how i'm making it happen.
You build it, we make it!
By creating a digital web based platform that enables you to design & build your own pair of custom, premium selvage jeans from the ground up and have it delivered to your doorstep @ wholesale price. How? Simple.
Cut out the middleman.
Eliminating retail stores from the supply chain enables us to offer high quality, American made denim at significantly lower prices! By making this pivot, the price for a pair of handcrafted selvage denim drops from over $200 to less than $100.
I love the idea, tell me more...
From now on we give you control of the entire creative process - all facets of the design dictated by you! You get to choose the fit, fabric and finish of your custom pair of selvage denim - we let you tell us how you like it. It's these details that set your pair apart from every other selvage jean on the market. Custom built by you. Hand crafted by us!
For this Kickstarter campaign we are starting with 4 core fits: Skinny; Slim Taper; Slim Straight & True Straight. Model wears a size 32
- Sewn & chain stitched in all the right places on vintage Union Special machines
- A & E core spun poly thread for maximum strength & durability.
- Embroidered star on the right back pocket represents ‘Made in California’ status.
- Button fly with double prong, donut style buttons. Old style pocket rivet burrs.
- All hardware is made in Kentucky.
- Leather back patches are cut & stamped in Los Angeles & waistband label is woven locally in Los Angeles.
- Every aspect of the production is US made in our own facility in Downtown Los Angeles.
Our 4 core fits will available in a 13oz American sanforized red selvage from the White Oak collection by Cone Mills. Cone Mills is the oldest working mill in the world and have pioneered many of the spinning, weaving and dyeing techniques that make selvage so desirable. These techniques are still in use today by most of the worlds best selvage mills.
Limited Edition Fabrics:
Even though Cone are the originators of all things selvage, there is plenty of amazing fabric coming out of Japan. These are typically more expensive and available in limited quantities which make them more desirable to some collectors and perfect for our limited edition rewards. Available in the pledges to the right >
Please click on this link to see all of the fabric availabilities
THE HOUSLEY WALLET
Size me up!
All fits are available in sizes 28 – 34, 35 & 36. All inseams are 34 inch across the board. We will contact you for your size after the Kickstarter campaign closes via email so watch your inbox! View specs for all sizes here.
I'm all in, where can I sign up?
To get this project kickstarted, check out our reward levels on the right. Our $20 000 goal will fund a first rate digital platform that will enable you to build your own pair of custom selvage denim.
Anything above and beyond our funding level will speed the process of adding new & exclusive fabrics, more fits & a larger palette of finishes to the digital platform.
Don’t keep us a secret!
The best way for us to reinvent this industry is reliant on your partnership starting with this kickstarter campaign. If you are genuinely pumped about what we are doing and would value a digital web platform for custom built selvage then give us a shout out - whether its via your social network, selvage forum or word of mouth. If you want to contact us directly please email us @ email@example.com
What's so special about selvage denim?
What makes selvage denim unique and more expensive than regular denim is the fact that it is made on traditional shuttle looms rather than modern projectile looms. These old shuttle looms produced lots of defects and unevenness in the weave. The irregularities in yarn tensions and lack of precision in controlling the weft yarn spacing created a unique appearance in denim as compared to the consistency produced by modern looms today. The old looms also weave denim very slowly and produce a narrow width denim - 28 - 31 inches wide versus 48 - 60 inches for modern looms - this means it takes twice the amount of fabric to make a pair of jeans using selvage denim woven on an old loom. As a shuttleloom works to weave the denim in one continuous thread, it eventually reaches the end the fabric. In finishing this end, the loom creates the self-edge or selvage of the denim.
For decades, shuttle looms were the primary tool for making jeans in America, until the popularity of denim clothing exploded in the 1950s. To meet demand, manufacturers switched to projectile looms, which were much faster and used less fabric per pair of pants. It was not until the 1980s that Japanese designers saw a niche for selvage denim. Since that time, selvage denim, and the old shuttle loom weaving methods, have regained popularity, and enjoy high demand despite their expensive prices.
Are you for real?
I launched my namesake brand SERFONTAINE with my wife and business partner in 2000 and sold into some of the worlds most exclusive department stores - Barneys New York, Saks 5th Ave, Fred Segal & Isetan Tokyo. We have been featured in many of the major industry and fashion magazines such as Vogue, ELLE, In Style, WWD & Sportswear International. We successfully sold SERFONTAINE in 2009 to the TAL Group, one of the largest apparel companies in Asia.
Selvage Since ‘04, Made in Los Angeles.
Brave Star Selvage was started as a showcase brand for the Cone Mills White Oak collection that debuted in 2004. I was one of a handful of designers to be invited to access the first selvage denims that rolled off the newly refurbished Draper X shuttle looms @ White Oak. We were stocked @ Fred Segal, Glory Sales & Service, American Classics in London as well as stores in Japan, Germany & Italy. Brave Star was sold along with SERFONTAINE in 2009 but favorable circumstances enabled us to purchase it back in 2012.
When can i expect my jeans to be delivered?
Plan on the first deliveries hitting about 4 weeks after the campaign closes, as promised though we will keep you in the loop every step of the way.
You make some pretty bold claims about your reputation and what you’ve done, how can I verify who you are?
Please Google Serfontaine and find out about us and our brand(s).
Do you ship Internationally?
Yes, for an additional shipping cost (listed in each pledge reward).
Can I add a core pair to my Limited Edition pledge and vice versa?
Yes, but these will be 2 separate transactions with 2 separate payments.
Risks and challenges
Been there, done that...
With 15 years worth of manufacturing experience under my belt and hundreds of thousands of pairs of jeans designed, produced and delivered during that time, there aren’t many challenges that i have not yet encountered – from fabric shortages to less than stellar craftsmanship and late deliveries – its all part of the industry, and to survive you have to be a creative problem solver, improvise when called for and often think outside of the box. After this Kickstarter campaign ends, challenges will most certainly present themselves but I can guarantee that each and every issue will be dealt with immediately and transparently. We will keep you posted each step of the way during the manufacturing process – from cutting through shipping. Communication & customer service is how I’ve built my reputation in this very tough industry and my team and I continue to live by that philosophy.Learn about accountability on Kickstarter
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