March 2014Denim Guru Jerome Dahan on His New A Gold E Line, More
March 18, 2014
Jerome Dahan is one of our city's true jeanswear genies. As the founder of blogstar-faved brands like 7 For All Mankind and Citizens of Humanity, and with over three decades in the biz, the Paris-born, Montreal-bred Angeleno clearly has the Midas touch when it comes to denim. His latest endeavor is A Gold E, a new(ish) line of affordable, everyday essentials in tried-and-true cuts: think skinnies, straight leg and relaxed fits for men and women, all priced from $98 to $148.
Just like with his other labels, Dahan—no relation to fellow denim designer Joe Dahan of Joe's Jeans—has created a full lifestyle brand to court Millenial cool kids. Though an e-shop is on its way, the LA label's just-launched site boasts a City of Angels-focused blog, an online travel 'zine and cool features spotlighting our town's top talents. We had a chat with the jeans genius to learn more about the line, where he shops in LA and what we can expect from A Gold E.
What's the inspiration behind the brand? As an Angeleno, has LA's lifestyle had any influence on the designs?
"My goal is to create a product range that is modern (think slimmer fits) stylish, versatile and is for sure influenced by California. Jeans are part of the American lifestyle and now can be worn everywhere. [A Gold E] is a brand that allows each person to add their own personal style and serves as the foundation for a way of dressing and living. The product is designed and made in Los Angeles, something that I am very proud of."
You've had the A Gold E name since the '90s, so what inspired you to finally re-launch a full-fledged brand now?
"I had thought about re-launching the brand a few times over the last years and finally felt the time was right. First, I see a void in the market for a brand that appeals to a 20- or 30-year-old, who appreciates great product, has style, and has to be thoughtful about their purchases. My sons are in their 20s and I see that there are very few brands for them to choose from within the denim market. In addition, we were getting a lot of requests from retail partners that I respected but did not think Citizens of Humanity was the right fit for. These are retailers that have a younger consumer, a strong product point of view and reach a broad consumer base."
You have extensive experience in the denim world: Lucky Brand, 7FAM, Citizens, to name a few—what do you love about this new line versus all the others?
"What I love most is that this brand and product is for everyone. The product value and product quality are incredible, the fit range and wash range are focused yet offer all a customer would need each season. The product is simple, well-made, beautifully-tailored and incredibly versatile."
What's next for A Gold E?
"We recently launched our website and will be adding e-commerce this fall. We are partnering with some great retailers that I am really excited about and are developing a complete brand experience. Kassia Meador is [also] working with me as the creative director and brand ambassador and the collateral, brand message and partnerships she is forming are incredibly interesting. She too embodies the spirit of the brand as a young woman who is creative, entrepreneurial, worldly, confident and pursues excellence while bringing out the best in others. We had the pleasure of meeting through the Citizens of Humanity "Just Like You" project and I was inspired by her spirit, creative talents and view of the world at large. She is the essence of this brand."
When you're not busy heading denim brands, where a few of your favorite places to shop in LA?
"I shop online at First Dibs [and at Maison Martin] Margiela, Hennessy + Ingalls and Barney's."
Title: Denim Guru Jerome Dahan on His New A Gold E Line, More
Date Published: March 18, 2014
Date Accessed: June 12, 2014