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“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.
Currently, Brandon is working on making the heaviest jeans in the world. A typical pair of jeans weighs around 12 ounces per square yard, and in the past, Naked & Famous Denim has released a pair that were 32 ounces. To push it even farther, they are now working on 40 ounces.
Brandon has never paid for an endorsement or a Google ad, has never launched a runway show, or worked with influencers.
Subverting the rules of the jeans game
He started the brand Naked & Famous Denim in 2008, with the goal of making high quality jeans at an affordable price. At the time, raw denim was not widely popular, and Brandon’s company partly exists to disrupt an industry where prices are high and celebrity endorsements common.
Sourcing all their fabric from Japan but stitching every pair of jeans in Quebec, Naked & Famous Denim quickly caught the attention of those in the fashion industry, including being picked up by the luxury store Barneys in NYC in the first year of operation.
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