Pitti autumn 11 brand profile: Naked and Famous

Fashion Buyer has been a fan of Canadian denim geeks Naked and Famous since the brand first popped up at Bread and Butter three years ago. Since then it has muscled into some serious shopfloors in the UK among both the indies and department stores.

And it remains an utter pleasure to encounter livewire co-founder Brandon (or Landon ?) Svarc is a dream anywhere in the world.
"Hi guys, do you want to see what’s crazy and new?” He said when he saw our eager little faces leering up at his stand. We didn’t need a second invitation.


"OK, how about these,” he said pulling out a pair of light grey denims, which apart from their slightly unusual colour and the brand’s signature slim silhouette looked otherwise unremarkable. We should have known better.
"These glow in the dark,” exclaimed an excited Svarc, before pulling out photographic proof. “So they are club-tastic, you can totally hit the dancefloor in them. And we can do it in different colours as well. Even the selvedge glows.”
Well that, we have to concede, is crazy and new. And what else?

There’s the snowpant denim, a waterproof, wind resistant jean with a bonded nylon fleece interior that is super cosy, and which has a zip up seam with a pop-over flap that can accommodate your ski boots.
There are white jeans that turn blue as they age, a quirk which Svarc clearly loves. “It’s the opposite of regular blue jeans, which turn white with age. I wore a pair for one day and my wallet left a permanent blue square in the pocket.”




And along with the cashmere denim, which the brand unveiled last year there is now a tweed filled denim, which you can se on the turn up.
And here’s one for the purists, a collaboration created with the original Japanese denim brand Big John. “They were founded in 1940 by the original Japanese mill Korobaro. We have merged our logos and the selvedge is red and yellow – the colours of their logo.”






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