Western & English Today

JANSB 2014

W&E; Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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high-end designers in Europe and New York City. Somewhat riding. "We strive to make riding jeans fashionable," says Stewart. "All ironically, however, Western jeans were not on the initial cutting of our jeans have a 2-percent stretch via spandex to provide rid- board for Adiktd. "Once we moved to California, my father established relationers with ease of movement. And these jeans will last longer [compared to other brands]. Te style, body, and ft will stay in perfect ships with other garment manufacturers in the U.S.," Alex explains. "At frst, he felt the Westshape — even afer 100 ern market was still domwashes. Many jean cominated by other types of panies use a high polyesclothing, instead of jeans. ter content, and these garBut eventually he had a ments become loose and vision to transform Westlose their shape — while ern denim, and realized Adikdt only uses prethat such a niche market mium quality fabrication. would have more stable We even have a specialpricing. He felt we could ized ft for competitive defnitely start a brand riding. Tis ft provides in which we had expeririders with more room ence, with more fashionthrough the thighs and able materials. My father hips to increase comfort had big dreams to make a in the saddle." diference in the Western While Adiktd has only market." been immersed in the Upon its inception, denim scene for a decade, Alex admits that the its overriding philosophy company wasn't familiar has set it apart from the competition, and the brand's Adiktd, renowned for its unique fashion jeans, also manufactuers super-chic fashion tops. with the Western lifestyle, reputation as an honest, LEFT: Men's yarn-dyed plaid snap shirt with contrasting fabric on the collar band and cuf, nor its fashions, and Alex paired with midrise, relaxed-ft, bootcut, dark stonewashed jeans. RIGHT: Women's snap and Jenken immersed high-quality company has blouse with a sandblast wash, accented with lace and crystal details, over the Majestic made an impact on retailers. Cascade — a lowrise, bootcut, dark-rinse, multi-stitched embroidery jean with crystal and themselves in researching stud accents. how they could ft the needs From day one, this brand has and desires of the Western consumer. been centered on honesty. And this is no marketing ploy. "We were struggling to determine if our jeans and clothing were "Ever since my great grandfather's experience, we have been regarded as a business that's also a family," Alex says. "We always try too fashionable for the Western market. Or too ordinary," Alex to ofer the best quality with afordable pricing. We invest most of explains. "So we kept adjusting our path, depending on market our resources into production to ensure our denim quality is top- statistics. Recently, things have changed so dramatically, especially notch. We are well known to have the best customer service, and we afer fashion jeans hit mainstream America. I believe the Western market has evolved from what it used to be. We at Adiktd are fashion back our products 100 percent." While America is now saturated with fashion jeans, embellished forward, but not to the point that retailers can't sell our product." Jessica Durst of Farm & Home Supply is the fashion apparel with everything from crystals to intricate embrodiery, Adiktd was one of the initial companies to ofer high-fashion Western buyer for all 10 of the company's stores throughout the U.S. While jeans, especially during a time when classic, basic jeans were the she says their smaller stores don't sell higher-priced fashion as well as the larger stores, Adiktd's denim is still successful. mainstream. "Te quality of the product is great," says Durst. "I love mine "Te barrier between Western denim and mainstream jeans was divided by a thick wall," Alex explains. "Te Western market is still [Adiktd jeans], and the look is on target." Beyond the fashion factor of Adiktd's jeans, both Alex and mostly dominated by bling jeans, where the mainstream market is reverting to a more basic wash and style. But as a leading fashion Stewart reiterate that the company foremost focuses on the quality brand, we're always trying to stay one step ahead of the game. So of its product — and the ft. "For every style that we do, we adjust each pair's ft because the ft we are moving away from excessive bling to focus on special washes actually changes with the styles and materials," Alex says. "We have a and unique embroidery." Jenken, who's been in the garment business for more than 35 pattern maker who oversees adjusting every single pair of jeans' ft." Stewart reiterates that the company's No. 1 priority is the jeans' years, grew up in China — the youngest of seven children. Five out of his six brothers worked in the garment industry in Taiwan. At ft and comfort, as well as the quality control of every garment the age of 26, Jenken, too, plunged into the garment business — and manufactured under Adiktd's brand. "We take great pains in making sure our garments ft right and never looked back. From his experience in the industry in China and Taiwan, Jenken that our fts are consistent," Stewart says. "Furthermore, we take is knowledgeable about manufacturing a variety of garments, and great pains in quality control. We don't go shopping around to see recognized the huge demand for jeans in the U.S. While overseeing who will manufacture our products the cheapest. We have very garment manufacturing in China, Jenken worked with numerous close relationships with our chosen manufacturers. And we're never 44 Western & English Today

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