Monday, March 07, 2011

Putting their money where their steadfastness is... APC's Butler Jeans

Along with your much-loved classic denim, you’re also doing a line called Butler Jeans. Can you tell us about that? 
Some people who buy our jeans only want to wear them when they’re pristine. When they start to fade or get holes in them, they don’t wear them anymore. So you can bring them back to the store and get a new pair of jeans at cost. We take the old jeans and wash them, mend them, mark them with the initials of the person who wore them, and sell them. No matter how much money you invest in machines, jeans always look better when they’ve been broken in by a human being. I call them the Butler Jeans because in the 19th century, English aristocrats would have their butlers wear their new clothes before they did, so they wouldn’t look nouveau riche.
NYTimes - APC's new digs via psfk

I really love this idea... albeit I couldn't afford a pair of APC jeans. I love the idea that APC are so assured of the quality and steadfastness of their jeans that they are prepared to invest the time and energy to fix them up and resell them after being returned.

I love the fact they are promoting reuse and profiting from the venture.

I also love the customer-focussed element of this... giving both the hard denim fan and the broken-in denim fan what they want :: a quality pair of jeans at cost, a hassle-free means of recycling and a sense of "immortality" [and] a broken-in-by-a-human pair of jeans respectively.

I guess the only loser out of this deal is the charityshops who may have received the no-longer-pristine jeans.

All in... its a fab idea, imho.


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