When I first spied Revice jeans on Instagram, I figured they’d cost somewhere around $300—after all, the seventies vibe is popular at the moment, and they jeans are designed and made in Los Angeles. But Revice’s Boogie Bell jeans are just $88. The Venus flares are even less at $78. There are plenty more where those came from, including embroidered jackets that are also, amazingly, under $100, plus t-shirts for $16.
How do they do it? Revice founder Shai Sudry has been in the fashion industry for 30+ years and has worked Ed Hardy, True Religion, and Diesel, so he knows a thing or two about denim.
The hippie, ’70s vibe evident in Revice designs may not bring to mind any of the aforementioned brands. But when Sudry launched Revice in January, he wanted to reinvent vintage denim with a modern twist.
“We set out to recreate and remaster those vintage fits with high quality fabrics thus combining the world of premium denim with the world of vintage denim,” said Morgan Vanderwall, the company’s marketing coordinator.
The seventies was a time when experimentation with denim style was at its peak, and Revice’s goal is to deliver that “glorious butt lift” achieved when your curves are hugged in all the right places.
But how can they sell the denim at such an incredibly low price?
“We have chosen to sell our denim online exclusively through our online store,” Vanderwall said. “Because we do not actually have a retail storefront and we don’t sell wholesale to boutiques we can skip that ridiculous retail markup that comes along with all that. Instead, we can sell our product at wholesale prices direct to the consumer. We essentially skip the middle man. Plus we offer free shipping on orders over $50 and free shipping on returns and exchanges, so it’s kind of a zero risk experience.”
The brand will to release new denim and/or t-shirt designs every month. They also plan to expand their men’s line with more washes and fits.
“What’s awesome about the denim industry right now is that people are willing to push the boundaries and are looking for denim that’s more of a statement piece than a standardized plain garment,” Vanderwall said. “That gives us a lot of freedom to pioneer some unique rad styles and revamp the way people relate to denim in society.”