There is something about ripped jeans that always draws me in, which can explain the fact that I have more distressed denim than not these days. I consider it a classic, but given the current trend status, not all distressing is alike: some fairly expensive ripped jeans have only lasted for a season while others have lasted for years. Now I look for brands that are thoughtful in their approach to distressing and clearly know what they are doing. NSF denim is, in my opinion, the best distressed denim (and super soft tees) out there. The quality is incredible – my jeans and burn out tees have lasted through countless washings and still look as good as they day I bought them. After speaking with Creative Director, Jamie Haller, it is clear that the brand’s design process and hands on approach to manufacturing is what sets NSF apart. Read on for more from Jamie!
TELL ME ABOUT NSF:
NSF is a lifestyle oriented brand. We try to make clothes that address your whole life… you can wear them for all of the things you do throughout the day. Our clothes are casual enough and hip enough that they fit almost any daily activity.
The company was founded 8 years ago and we launched women’s denim, knits, and wovens in 2012.
WHAT IS YOUR BACKGROUND?
I’m the creative director and designer of NSF. I’ve been with NSF for 4 years and previously launched the women’s line at Ever and designed for several large retailers. I’ve spent the last 8 years of my career focused on forward, casual contemporary collections.
WHO DO YOU DESIGN FOR?
We want to produce the things we are personally excited about, that we would want to wear. We start the line with what we think is rad each season; if we don’t like it, it doesn’t matter if anyone else likes it. We have a pretty simple point of view, and focus on creative laundry and wash house techniques and tactile materials.
I design products that I have an emotional reaction to. You want to put our stuff on because it’s so soft to touch… that’s different than a typical basics line.
WHAT SHOULD WE LOOK FOR IN A PAIR OF JEANS?
For me, it’s comfort. I want to be comfortable and I want the wash to look great. I love the way that denim washes down and am always looking for very old vintage washes.
WHAT NSF ITEMS SHOULD WE BE WEARING THIS FALL?
Baggy jeans, I’m usually dressed in what we are working on for the next season and can’t stop wearing the pair we have coming out for Spring 15. Straight leg jeans – the Owen in the Mendocino wash is the epitome of fall to me. Painter sweatshirts – we used a great oil wash. Ripped and torn slub tees – they are shredded but wearable, and washable! We shred them in a way that the holes will only grow a little. Destroyed buffalo plaid shirts.
WHY DO YOU MANUFACTURE IN LA?
We like to have our hands in the production at all times. We work with the people that make our product all day everyday – you can’t do that if you produce overseas. There’s a specific look that we can achieve here that we can’t achieve anywhere else – our look is on-the-go, haphazard, and understated and lived in and we are able to achieve that here.
We use very authentic vintage inspired denim washing techniques – it is a premium process. We try to make each wash authentic, we want our jeans to look different. 90% of jeans look the same, we are trying to break out of that.