San Francisco - September 07, 2004

The Importance of Being ...

Earnest Sewn Jeans

Irony has its place (The Simpsons, political satire, air guitar competitions).

But where fashion is concerned, it’s rarely a plus.

Take buying a pair of jeans, for instance: You want a pair made by the most dedicated denim-heads around. Earnest Sewn, Earnest Sewn, the new line from former Paper Denim & Cloth designer and co-founder Scott Morrison, definitely qualifies. To say Morrison takes his denim seriously is an understatement. Each pair takes — count ’em — 18 hours to make. But the result of such toil verges on pure genius — with pockets that flatter the booty, seams that slim the legs, and a waistband that prevents peeping thongs (okay, not on the men’s version).

The hard part is scoring a pair: Though these may be the answer to men’s and women’s denim woes everywhere, there are a limited number of each style to be had in the world.

Oh, the irony.

Ernest Sewn jeans will be arriving this week at the Blues Jean Bar, 1827 Union Street, between Octavia and Laguna Streets (415-346-4280); or Villians Vault, 1653 Haight Street, at Belvedere Street (415-864-7727). If you simply can’t wait, you can always pre-order.