NEW YORK — Denim fiends looking to satisfy do-it-yourself urges can get their fix from Denim Design Lab’s new tool kit.
In January, DDL rolled out its at-home denim kit, which includes a mini grinder with five attachments, spray bottles and droppers, a seam ripper and even an inflatable finishing form, at New York’s Atrium. The kit also comes with a denim encyclopedia broken into sections that provide an overview of the history of denim, the manufacturing process, a gallery of vintage denim to serve as inspiration and a section on how to utilize the kit to get desired looks.
“The kit is supposed to be the road map and tools for people to express their creativity,” said Brian Robbins, who founded the San Clemente, Calif.-based company nine months ago. “In this case, denim is the canvas they use to express their creativity.”
The only things missing from the kit are chemical agents such as stains and bleach, which Robbins said people are better off picking up from their local hardware or art supply store.
“You can accomplish all the major features of today’s denim with just those tools,” said Robbins.
He recommended starting out with a basic raw pair of jeans before taking the grinder to a fresh pair of premium jeans.
“Starting from raw is the most time-consuming project, but you learn the most and I think it’s the most rewarding, as well,” said Robbins. “It’s not necessary, though. They can take a preexisting jean they like. There’s no wrong way to do it.”
The kit is available in three washes — the Miner, the Painter and the Mechanic — and only 200 of each are produced.
“We’ll come out with more washes, but these are limited edition,” said Robbins. “Once that 200 is sold, there’s going to be a new wash that takes its place.”
The book also is being distributed separately, retailing for $50.
Response to the kit has been strong. “Atrium was our first U.S.-placed order and they had it right before it got its public debut at the Project New York show,” said Robbins.
Related Articles
You May Also Like
Atrium’s initial order lasted about two weeks, according to Robbins, no small feat considering the kit’s $300 retail price tag. The kits have flown off the shelves at stores such as Fred Segal and Ron Herman, as well.
Robbins isn’t a novice in the apparel industry. In the late Eighties, he owned a line of technical snowboarding apparel called Adrenaline. Before starting DDL, he spent six-and-a-half years as the apparel and accessories brand manager for Oakley International, where he got his first exposure to the denim industry.