I love denim. I know you do too.
Jeans are the most popular pants on Earth. We’re talking about 2.3 billion pairs sold every year. You read this right. Two point three billions. Just the jeans. While ironically, this fabric is supposed to last for life.
Denim is universal. Denim is rebellious. Denim is provocative. Denim is robust. Denim is the perfect canvas to express our uniqueness.
I love a good event. I know you do too.
The one that sounds slightly unusual. The one you’ve most certainly never heard of before. The one that doesn’t take itself too seriously. The one which only dress code’s made of “LE NEW CONSUMER” vision and mindset.
Great people first. Good music. Delicious cocktails. Talented local tailors. Plus a few surprises up our sleeves. Ultimately, it’s all about the people. Come with a piece of denim you cherish and get it customized right on the spot. All while sipping delicious cocktails and shaking your body on good music.
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We are coming to San Francisco and do just that. Celebrating denim where blue jeans were born. Voilà.
will you be here?
If you wanna dig into the beauty of high quality denim fading over time, read Konstantin Malkov ‘s latest article. He’s been documenting fading jeans wash after wash - and you will want to fade your own jeans trust me.
If you’re new here, welcome 👋 We are Max, Kev and Mat. Our mission is to reconnect humans and their objects.
Objet is the french word for 'object' and should be pronounced 'ob-jeh‘. In this journal, we explore the intersection of desire, taste, joy, meaning and culture. If you’d like to embark on a journey with us, sign the manifesto 🚀
Bisous 💋
Mathilde
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