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July 28 2014

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Industry Standard: A New Denim Line That’s Easy on the Eyes and the Wallet

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Industry Standard

Here at Style.com, we have a thing for denim. We even dedicated a whole week to the subject, searching high and low for the best blues. One of our latest and greatest discoveries? Industry Standard, a new, exclusively online label focused on the ultimate, wear-every-day jeans at the right price. Founder Nicole Najafi, formerly head of e-commerce at Balenciaga, was frustrated with today’s shocking price tags and trendy finishes (bleached, distressed, studded—we’ve seen it all). “I felt it was impossible to find a good pair of jeans for a price that I thought was reasonable, which is around $100,” she told Style.com. “These jeans are like a blank canvas. They’re supposed to seamlessly slip into your wardrobe and just complement it.” A self-proclaimed minimalist, Najafi is her own best advertisement, mixing her jeans with simple button-downs and sweaters, then adding statement accessories.

For the launch, Najafi started with four skinny styles: the Simone Highrise, a soft black jean with a higher waist; the Simone Midrise, which boasts the same soft material but comes in a medium blue hue; the Margot Highrise, a deep indigo style with a dressed-up vibe; and the Margot Midrise, a classic skinny with vintage-inspired gold stitching. White jeans will hit the site this summer, but Najafi is keeping things small; don’t expect an entire wardrobe of denim shirts, dresses, and bags. She’s smart not to water down her core product.

Industry Standard

Every startup has challenges, but Najafi has already cleared her biggest hurdle: getting women to order jeans online from a brand they’ve never seen in person. A new tool called Clothes Horse, which will debut on the site in the next month, takes the guesswork out of finding the right size. “Most of our customers are shopping with us for the first time, so this gives you confidence in the size you choose,” she explained. “Basically, when you’re looking at a pair of our jeans, there will be a button that says, ‘What’s My Size?’ next to the size drop-down menu. A window will pop up, and you’ll answer a few questions about where you shop and what sizes you wear at those stores. Based on that information, it will tell you what size to order from Industry Standard.” Come to think of it, why don’t all e-commerce sites do this?

Photos: Courtesy of Industry Standard

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