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L.A. casual brand NSF launches a high-end men's denim line

August 8, 2011 |  2:08 pm

Nsf new jeans line NSF, the L.A.-based clothing brand known for its casual, American-feeling sportswear, has debuted a luxury denim collection for men — and has tapped denim veteran Simon Miller as its house denim designer.

The collection uses Japanese selvedge denim, is made in Los Angeles and offers a single classic straight-leg silhouette available in six finishes.

Priced between $220 and $395 a pair, the jeans are miles more expensive than the majority of men's jeans on the market, but Miller claims they're worth it.

"The jeans are made with integrity out of the world's best denim from Japan and sewn by the world's best machinists here in the U.S.A.," he said. "And they're washed in the U.S.A.'s best laundry facility. We don't cut any corners in the production of the denim. Everyone claims to use the best, be the best, but we are able to back it up."

The $395 vintage-washed "Nash" jean, for example, is created through hand tooling and a multi-step process of adding and subtracting indigo dye and thread detailing.

Miller and NSF designer Nick Friedberg started with men's denim simply because "as guys working on a men's line, you get a gut reaction to things," said Miller, "an instinctive feeling when it's right. Neither one of us is in this for a quick dollar or so we can be fashion darlings. We do it because we've found something we love doing."

--Emili Vesilind

Photo: A pair of NSF jeans. Credit: NSF.

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