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An Emporio Armani first: Italian jeans with L.A. genes

December 29, 2009 |  2:12 pm

For the first time, Emporio Armani, the lower-priced label from the Milan-based Giorgio Armani fashion empire, is offering jeans produced right here in Los Angeles as part of its Spring/Summer 2010 collection.

Womens_straightleg_lightWe haven't gotten our hands on a pair yet, but the press materials describe the four styles of jeans ( two for men and two for women) as “the refinement of the Armani brand with an original interpretation of the authentic vintage American look.”

The Stars and Stripes vibe will also be evident thanks to red, white and blue leather labels, brushed white enamel rivets, and special hangtags. The $195 price tag puts it in line with other Emporio Armani offerings.

We couldn't get anyone at Armani to tell us exactly where in "the heart of vibrant L.A." the jeans are being produced and finished -- or specifically what the production entailed (it could be anything from the complete design, sourcing and manufacture of the jeans to simply stitching together the final few pieces of a garment that have been created elsewhere) but the announcement does make reference to "the craftsmanship and the professional secrets of the world-renowned wash and finish processes," which makes us think the jeans are at least being laundered to their broken-in look at one of the city's wash houses.

An Armani representative did tell us that the "Made in California" jeans are not a single season one-off, and will continue into future seasons along with new styles and products.

-- Adam Tschorn

Photo: A women's straightleg, light-wash style of Emporio Armani' "Made in California"  jeans. The two styles for men and two for women are the first ever jeans the company has produced in Los Angeles. They are available now at brick-and-mortar Emporio Armani stores (sorry, no online sales) nationwide (including Rodeo Drive and South Coast Plaza stores locally) and the Armani Fifth Avenue megaflagship in New York City retailing for $195. Beginning in February, the men's styles will also be available at select Saks Fifth Avenue (including San Diego's Fashion Valley Mall location) and Bloomingdale's stores (including the Century City Shopping Center location here in Southern California). Photo credit: Emporio Armani

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