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Style File Blog

february 03, 2012

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Shopping alert

Jean-Shop Like The Kings Of Leon Do

July 28, 2010  4:19 pm


The options out there for denim are, to put it mildly, many. Endless cuts, colors, washes, selvages—the prospect of navigating it all is enough to keep you in your oldest pair forever. But at his new shop, LOREN, opening tomorrow in Greenpoint, LIPS jeans designer Loren Cronk has simplified the options and is offering them all at one denim-obsessed store. LOREN is the launching pad for Cronk’s three new brands—Soldier & Brave, Melody, and BLKSMTH—each of which comprises a limited number of styles, and together run the price gamut from cheap to expensive, the better to suit anyone and everyone. “There are people who want a well-made pair of jeans to run around town in, and there are people who are fanatical about denim, like I am, and get into the details,” Cronk says. “I want to make denim for both kinds of shoppers.” Cronk is indeed a denim fanatic. Prior to launching LIPS, he made his name at Levi’s and Ralph Lauren, and he’s crafted custom jeans for clients including the members of Kings of Leon. LOREN is ground zero for his obsession. Along with his new labels, Cronk will be custom-making jeans at his store, selling off a smattering of LIPS goods from the archives, and—why stop at pants?—offering a wide array of jeans-inspired accessories, such as women’s shoes by Keller made with reclaimed denim and denim bow ties and ties by J. Cravata.
LOREN opens tomorrow at 82 Nassau Ave., Brooklyn, N.Y., (646) 413-4984.

—Maya Singer

Photos: Courtesy of Loren

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