Los Angeles - February 19, 2004

Keeping Up with the Jameses

James Jeans

Cast your mind back to a time forgotten. A time when denim meant Levi’s and the options were limited to height and waist size, zipper or button-fly.

Fine. You started out a social jeans buyer: the occasional pair or four with friends on weekends. But the slope was slippery. When the Seven high wore off, it was Frankie B, followed by Miss Sixty. Habitual, Blue Cult …

There’s a new pusher in town: James Jeans. Designer Seun Lim has developed denim duds to fit all women (as opposed to just the toothpicks and beanpoles). The back pockets are angled to create the illusion of a smaller, higher booty. The rinse, whiskering, and highlighting are all specifically constructed to make you appear longer, leaner, and generally runway ready. Best of all, the low-rise cut is high enough in back to prevent accidental overexposure.

Because you can’t deny your habit, but you draw the line at crack.

LA: Available at Ron Herman, 8100 Melrose Avenue, between North Kilkea Drive and Crescent Heights Boulevard (323-651-4129); or Fred Segal Fun Santa Monica, 500 Broadway, between Santa Monica Boulevard and Colorado Avenue (310-394-9814).

Everywhere else: Available online at scoopnyc.com.