Ever since Bavarian immigrant Levi Strauss stitched together his first pair of blue jeans back in 1873, Americans have had a love affair with denim. Blue jeans quickly became a fashion necessity, even though the term didn't catch on until the 1960's when it was coined by the baby boomers. Now their kids have a brand-new obsession with this aging icon "seven" for all man-kind. The "seven" brand is just 18 months old, already its a hot seller with the fashion forward. But like many brands of the moment, will seven's number soon be up? Jen Rogers takes a look.
You might never have heard of them, but people in the know certainly have.
I have three pairs already, this is my fourth pair. Not a dime spent on advertising yet, still, seven jeans are flying off the shelves.
I own four pairs, and they fit really well. The fit, fans say, is the key to seven's success.
Most people, I don't care what your figure is, look GREat in our jeans. It's the most amazing thing to me, it's, it's like a drug to these women.
The must-have denim of the moment is the brainchild of Peter Corral, Michael Glassar and designer Jerome Dahan. The first thing when a girl she's gonna buy a pair of jeans, she's gonna try it on, she's gonna look at her back, she's gonna look at her front, she wants to look GREat. I think I know when they look GREat.
Pahan is helping the company's bottom line look GREat as well. Seven hit stores about 18 months ago, racking up 12 million dollars in sales in the brand's first year. This year they are on track to book between 50 and 70 million dollars worth, and they can't make them fast enough.
You know what? When we started this, this wasn't our plan, we didn't even agGREssively go after it. Peter, yells at me for taking orders. I have to hide orders in my desk. You see, he yells at me. Too many orders.
This is the ever expanding shipping department at seven jeans. This week alone, they're going to ship 30 to 35 thousand units out of here. Just last month, they had to add on a second shift. While the fashion esters have been hip to seven for months, Wall Street is starting to catch on as well.
We have many investment bankers knocking at our doors at the moment, trying to create a growth situation for us, so we are definitely looking at all the possibilities, because we think by next year, we're probably a 150 to 200 million dollar series, so ,we definitely need some help with that in that area.
What seven apparently needs no help with is finding buyer. From teenagers, to celebrities, to fashion-forward-moms-to-be, a cross section of women seems to have no problem flanking down 106, 136, even 143 dollars for a pair of jeans.
It's mind-boggling to me, you know, I pinch myself every day, how can these people afford it with all the economic reports that come out every day? So while the economy might not be running on all cylinders seven sales are. Proving that even in tough times, those fashion conscious consumers can't resist a must -have item of the moment.