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Saks Fifth Avenue partners up with GQ magazine to pay tribute to ten of the world's leading purveyors of fine denim in a three-day event.
Thursday, April 15th through Saturday, April 17th, Saks Fifth Avenue's New York City flagship store opened its seventh floor to GQ magazine and ten of the world's best and most iconic
denim labels for a one-of-a-kind exhibition: "Authentic Denim".
AG Adriano Goldschmeid, 7 For All Mankind, Diesel, Edwin, Nudie, J Brand, Joe's Jeans, Levi's Made & Crafted, Hudson and True Religion all set up shop last Thursday amidst hors
d'oeuvres, flutes of champagne, good music and plenty of Newcastle beer (Thanks Hudson Jeans!).
"These denim brands have a great story to tell," says Tom Ott, Senior Vice President and Men's General Merchandise Manager of Saks Fifth Avenue. "We want to share that with our
customers so they understand what they're wearing from fit to wash to weave."
Representatives from each brand walked the roaming editors and special guests through their respective label's history and guided customers toward their ideal pair of denim jeans. Some
brands went a step further with some serious denim customization. Diesel provided laser engravings, while AG Adriano Goldschmeid offered complimentary hemmings with its iconic gold
sewing machine. True Religion brought its own artist to the exhibition to hand paint back pockets. But 7 For All Mankind brought in one of the event's nicest surprises, if not the most
delectable - chocolate-covered strawberries and a taste of California wine.
On Saturday, the exhibition opened to the public where customers enjoyed extended assortments from the brands, including special limited edition pieces and gifts with purchase. The AG
Adriano Goldschmeid denim bag that came with purchase was definitely one of our favorite offerings. As if the thought of getting a new pair of AG jeans wasn't incentive enough, that tote
surely sealed some deals.
Thursday, April 15th through Saturday, April 17th, Saks Fifth Avenue's New York City flagship store opened its seventh floor to GQ magazine and ten of the world's best and most iconic
denim labels for a one-of-a-kind exhibition: "Authentic Denim".
AG Adriano Goldschmeid, 7 For All Mankind, Diesel, Edwin, Nudie, J Brand, Joe's Jeans, Levi's Made & Crafted, Hudson and True Religion all set up shop last Thursday amidst hors
d'oeuvres, flutes of champagne, good music and plenty of Newcastle beer (Thanks Hudson Jeans!).
"These denim brands have a great story to tell," says Tom Ott, Senior Vice President and Men's General Merchandise Manager of Saks Fifth Avenue. "We want to share that with our
customers so they understand what they're wearing from fit to wash to weave."
Representatives from each brand walked the roaming editors and special guests through their respective label's history and guided customers toward their ideal pair of denim jeans. Some
brands went a step further with some serious denim customization. Diesel provided laser engravings, while AG Adriano Goldschmeid offered complimentary hemmings with its iconic gold
sewing machine. True Religion brought its own artist to the exhibition to hand paint back pockets. But 7 For All Mankind brought in one of the event's nicest surprises, if not the most
delectable - chocolate-covered strawberries and a taste of California wine.
On Saturday, the exhibition opened to the public where customers enjoyed extended assortments from the brands, including special limited edition pieces and gifts with purchase. The AG
Adriano Goldschmeid denim bag that came with purchase was definitely one of our favorite offerings. As if the thought of getting a new pair of AG jeans wasn't incentive enough, that tote
surely sealed some deals.
By Alexander Patino, Photos by Joe Schildhorn & Billy Farrell Agency
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AUTHENTIC DENIM Exhibition Comes to New York City
IN THE MARKET
POSTED April 17, 2011
