Serfontaine is a hot LA denim brand with a difference. The curve flattering cuts and authentic vintage washes are the result of Mik Serfontaineâ€™s quest to create â€œthe perfect jean.â€ Dubbed â€œthe most rock n roll jeanâ€ by Allure magazine and sported by Britney Spears on her most recent tour, Serfontaine jeans are the anti-thesis of the â€˜zebra stripedâ€™, over-stylised bleached denim look. Instead, they distress the denim organically using a distinctive enzymatic process to create a natural, â€˜worn-inâ€™ aesthetic reminiscent of a favourite pair of jeans. This alongside the myriad combinations of cuts, pocket styles and patented rope stitch detail culminates in a jean with a truly one-off effect.
This season’s key styles include: the Rodeo jean with it’s seamless interlocking panels available in either gold or silver metallic stitching and designed to make a women’s leg seem like they go on forever; the cruiser cropped jean which depending on your penchant for stilettos, boots or ballet flats can be either dressed up or down; the curve flattering and double buttoned low pro jean; and the super skinny rock star inspired quadrant jean.
Celebrity fans include Sienna Miller, Halle Berry, Beyonce, Jennifer Lopez, Pink, Britney Spears, Jade Jagger, Daryl Hannah, Will Smith, Usher, Aerosmithâ€™s Steven Tyler, Ashton Kutcher, Viggo Mortensen, Josh Hartnett, and Mickey Rourke. Serfontaine are currently working with some of the best European stockists including Selfridges, Browns, Harrods, Elite and Delitto e Castigo. Over the next six months the brand plans to develop their customised denim offering taking ‘by requestâ€™ orders and producing them as in-house specialty collections.