It started in a warehouse, with a mountain of discarded remnants. And a realization that there must be a better way. Which meant more than turning excess into beauty. It meant stripping down the entire process of bringing jeans to market - from sourcing, manufacturing, distribution - even to communication and packaging. So I turned to the past for inspiration, but kept myself grounded in the present to address today’s needs.
This led me to the CC41 Utility Scheme that began two years into the second World War, where eliminating excess in all its forms became not just a wartime rationing necessity, but a national movement. The British Board of Trade designation appeared on clothing, footwear and furniture indicating that an item met the government’s strict austerity regulations. The ‘CC’ originally stood for ‘Civilian Clothing’ but later, as other goods were introduced into the scheme, it became ‘Controlled Commodity’ and the 41 represented the year the scheme was first proposed. To dispel any notion that rationing meant bleak compromise, a cadre of the best London fashion designers were assembled to build collections to attract the British public to the scheme.
In the hands of CC41, the mark became recognized as a guarantee of sensible design, high quality materials and workmanship, at moderate prices. It is this belief of living within our means and eschewing excess that inspired me to create CC15 for this century. And though the wartime conflict is long since over, our need to address the immediate struggle to reduce excess, overconsumption and environmental impact is very much upon us.
By only using deadstock denim and pocketing and producing everything within the region it is distributed. By distilling packaging and the supply chain. By going to our customers, directly. And by offering premium denim that everyone can afford, not just the fortunate few. CC15 combines elegant form with utilitarian function, demonstrating that utility can be both smart and stylish.
We are continually searching for the best denim to make our jeans from. There is plenty of deadstock fabric out there, but only a tiny fraction is suitable for the jeans we want to produce. Due to the nature of this sourcing technique, fabric quantities vary, so each month or so, we will produce limited runs of individually numbered jeans that will be sold online or though guerrilla stores.
By simply cutting out the middleman, we can release new denim styles, colors, weaves and weights, month to month, and save you over 50% on the price of a normal premium jean, with absolutely no compromise to quality, fit or detail whatsoever. Great jeans don’t have to cost $200 or more, but this is how the current wholesale to retail model functions. We think it’s time for a change. Sign up for our mailer on the site and we’ll let you know when a new Lot is in the works.
The journey of a pair of jeans takes tens of thousands of miles. In our hands, it takes place within a radius of 24 miles.
Our jeans are designed in Venice, CA.
We then reclaim premium deadstock denim and pocketing in downtown Los Angeles. By utilizing deadstock fabrics, we eliminate thousands of miles of transportation, thousands of liters of water and thousands of kilowatt hours of human and machine energy expended in the making of virgin denim. We upcycle what would otherwise go to waste.
The denim then moves to Vernon, CA, where it is cut, sewn and made into a pair of jeans. Thereafter, they are washed, inspected and packed on site. Each Lot receives the minimum amount of washing required in order to remove the starch and shrink them to the correct fit (so you don’t have to). We never coat them with harmful chemicals that end up on your skin or in the lungs of our technicians.
What does this all add up to?
A significant reduction of our carbon footprint while still producing a superbly crafted pair of affordable high quality jeans. And a belief that in the right set of hands, sustainability & simplicity make the perfect pair.
Waste not, want not.
Cut prices, not corners.