NEW YORK — Nathan Manashe believes that, within two years, his new denim line, Freedom of Choice, will be spoken in the same breath as such denim heavyweights as Seven For All Mankind, True Religion and Citizens of Humanity.
“I’m the LeBron James of the denim industry, if you ask me,” said Manashe, the 28-year-old designer who launched Freedom of Choice eight months ago and who was referring to the burgeoning star of the National Basketball Association.
His confidence, said Manashe, is a product of experience, not youth. Manashe got his first taste of the denim industry when he joined Joe’s Jeans as a graphic designer in the company’s early days. After five years at Joe’s, Manashe had picked up an education in everything from fabric selection to washing and decided it was time to venture out on his own.
Last year, he approached apparel veteran and Hype Clothing owner Uri Harkham about providing the backing for Freedom. Harkham was looking to get back into denim, said Manashe, and liked the line’s concept. The first pieces started shipping in October.
Manashe described Freedom’s style as a Seventies look, with modern techniques applied to achieve a higher level of quality in fabric, design, detail and washing. The names of the fits reflect Manashe’s love of music. The Woodstock is a flared style; the Filmore, a wide leg; the Lollapalooza, a straight leg, and the Greenwich a boot cut. For the upcoming winter collection, 15 styles will be available, all made from Italian and Japanese denim that has been cut, sewn and washed in Los Angeles.
The apparel business runs in Manashe’s family. His parents opened the first chain of French Connection stores in Los Angeles before moving to Israel when Manashe was 10. While he’s confident, Manashe is keenly aware that today’s market doesn’t allow room for mistakes.
“I do stress about everything,” he said, adding that he’d advise anyone thinking about getting into the denim market not to. “A lot of people get into the business wanting to know the business and they fail because they make mistakes.”
Manashe said his previous experience will help him to avoid such pitfalls.
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“I think the fit is the most important,” he said. “I do want the woman who wears the jeans to look as sexy as possible.”
Manashe also said he likes to spend as much time at the wash house as he does working on details and design.
“I do understand the whole process, especially the wash and the fit,” he added.