Advertising Age: 7 for All Mankind jeans a decade top 10
The end of the year is usually crammed full of so many lists we can't even pay attention, and this year the list landscape is especially cluttered thanks to the "end of decade" lists everyone feels compelled to compile.
But Advertising Age's "New Products of the Decade" list caught our attention. It wasn't because of the expected entries -- tech innovations such as the
Ranking at number 10, the entry reads, in part:
"With the launch of 7 For All Mankind in 2000, premium denim was introduced to the American market and shopping for jeans would never be the same again."
The label, based in downtown Los Angeles, was started after denim designers Michael Glasser and Jerome Dahan brought their concept for high-end jeans (focusing on fit, fabric and washes) to financial backer Peter Koral.
And if 7 wasn't the very first label to make its name by pushing premium-priced jeans (some point to Earl Jean as another contender for the crown), it was undeniably successful at catering to the demand -- seven years later, Koral and his investment partners sold the company to VF Corp. for a reported $775 million.
Does that make it one of the decade's best new products? Advertising Age seems to think so -- and compared with the footlong sub we'd have to agree -- but we can't help but think there's been at least one other innovative product to emerge from the world of fashion and style in the last 10 years that deserves a spot on the list instead of Crest Whitestrips or Activia yogurt.
-- Adam Tschorn
Photo: Mariah Carey, right, wears a pair of 7 For All Mankind jeans with Mira Sorvino. Advertising Age recently named the Los Angeles-based company's premium jeans one of the decade's best new products, along with the