The Denim Virtuoso Who Refuses to Play the Game

“Denim and Coca Cola have one thing in common—both have been around forever,” explains Brandon Svarc, owner and creator of the brand Naked and Famous Denim.

“And dark blue jeans are forever.”

It is a fitting comparison for Brandon, who never drinks coffee but has a sweet tooth and would prefer to grab a Coke. He continues, “I like candy. If I never made a brand of jeans, I’d probably make candy. We’d have the spiciest thing, or change the colour of your tongue.”

Superlatives and a colourful imagination have translated to the jeans that Naked & Famous Denim makes. In the past, some wilder examples have included glow in the dark denim, jeans that you could scratch and sniff, and pairs that are dyed with wine.