“LOCK YOURSELF IN”
COTERIE ENK TRADESHOW-JAVITS CONVENTION CENTER
Words, Judith Ecochard
Images J. Ecochard and courtesy of Gridlock Denim
Yes, there is a plethora of premium denim brands out there…so it takes something extra to get a buzz.
We have to hand it to Gridlock Denim…a new company launched last June with a major ad campaign that blanketed billboards, buses, etc in the ground zero zipcodes for jeans…Los Angeles.
At the Spring 2010 Coterie tradeshow---we stopped by the GD booth to get the 411 on the label.
Tina Ghods, the creative designer behind the zip-on, zip off pockets gave us the scoop.
“It’s patented all over the world,” she clued us in…referring to the pockets.
“You can wear one pair for day…and switch it for night.”
We think the back concept idea is great…and the variety of designs are terrific and FUN.
Sure to be best sellers: the American flag motifs.
Cigarette cut overalls (not baggy legs like most brands) and white denim---- also attracted a lot of retailer interest.
Straight leg, flare cut, comfy finishes, and different washes (blue, grey, black) are currently available. New for spring ---bleached rinses and mini skirts.
INFO, STORE LOCATOR and E-COMMERCE GRIDLOCK DENIM