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In the Jeans

Everyone's mad about premium jeans--and entrepreneurs are making crazy profits.

This story appears in the January 2005 issue of Entrepreneur. Subscribe »

For some consumers, it's the fashion equivalent of a symphony: a well-packaged derrière, a wash that rivals the night sky after rain, a shape that stops traffic. For others, it's a sign of prosperity that's within reach. For still others, it's an ode to celebs such as Sarah Jessica Parker, Britney Spears and other premium-denim devotees.

The premium jeans market, which includes brands such as Rock & Republic, Serfontaine, and 7 for All Mankind, help to account for 3 percent of the $11 billion jeans market, according to the latest research from the "Lifestyle Monitor," an ongoing survey from Cotton Inc., the Cary, North Carolina-based research and promotion company that supports the cotton industry. Men and women alike aren't thinking twice about plunking down $150 or more for the perfect pair-or in some cases, pairs-of jeans. Even old favorites like Calvin Klein, which will debut a retail line of premium denim this spring, are getting in on the trend.

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