A little over a year ago, I wrote a Blog about a new brand of jeans I’d discovered – titled Cool jeans for REAL WOMEN – how New London Jeans found a gap in the market http://wp.me/p29YsS-110
Now, given I’d already shared my enthusiasm for the brand with you, I really didn’t expect to visit the topic again. That is, until I popped down to Brighton Lifestyle in Church Street, Brighton, a few days ago and saw the latest range for winter from New London.
Yep, they’ve done it again. Well, I thought, I can justify ONE new pair, can’t I? Except then I started ‘trying on’ and found three I absolutely loved. Which led to a phone call to my lovely friend Rochelle who agreed to model for me so we could show you what’s available. I also had a chat with Claire Alexander (Sales and Design Director, Chris Alexander Agency) about her inspiration for this season.
But first, here are some highlights from the New London range modelled by Rochelle. The jeans are topped with pieces chosen from the range at the Brighton Lifestyle store. Details below…
New London Brown ‘Hyde’ velvet jeans – $149.90
Orange camisole by Cream – $149
Pretty in Pink cream sheepskin jacket – $169.00
New London black ‘Hoffman’ style jeans – $149.90
David Barry puffer vest – $145
Lime green Ping Pong top – $95
New London denim studded ‘Notting Blue’ style – $149.90
Shirt by Cindy G – $169.90
Beads by Cindy G – $45
Brown New London ‘Ramsey’ casual cargo jeans – $149.90
Grey cord New London jeans – $149.90
Ping Pong polka long cardigan – $129.00
Cream camisole in khaki – $55.00
The most popular denim in the New London range -‘Stoke’ style – $149.90
Black faux leather sheepskin jacket by Pretty In Pink – $169.00
Speaking with the woman behind many of these wonderful styles, Sales and Design Director for the Chris Alexander Agency, Claire Alexander, she told me how keeping the range as a ’boutique’ brand gives them a point of difference in the market.
New London jeans aren’t sold at major department stores or online. But they’re jumping off the shelves at niche boutiques, being snapped up by women who want jeans that are funky and fit well – without feeling like they’re wearing their daughter’s jeans that are cut WAAaaayy too low…
This season’s range of styles is her favourite.
Jen: So tell us about the new winter range. How does it differ to last year’s?
Claire: This winter range is more comprehensive. There’s more to it than last winter. There’s more fabrication…
Jen: What does THAT mean?
Claire: Well rather than being purely a denim brand, we’ve evolved to use a range of fabrics. So due to customer demand, our tag line is ‘We fit you and your life.’ So rather than just denim for casual wear, we’ve also got moleskin brush cotton fabrics, the velvet, printed velvet, pleather with stretch, so slightly dressier styles as well.
(Brighton Lifestyle didn’t have this style, so we’re using a shot from the brochure to show you the ‘Pleather’ style.)
Jen: Why use ‘pleather’ (man-made leather) rather than the real deal?
Claire: It’s machine washable which makes them very popular! I’ve tested my own many times – they’re great!
Jen: And the price point has stayed the same as last year?
Claire: We’ve tried to own that type of price-point for our customer, so it’s within their expectations. This means a lot of our customers might also then buy two pairs, or try on belts and tops which we have just started producing as well. We don’t break the bank.
Jen: What’s your favourite style for this season?
Claire: I have two that I absolutely live in all the time The Bowen style is great. We call it a 3-D style because it has an insert panel in the leg making it really comfortable. It’s also in a two-way stretch denim which is a nice mid-weight and the vivid blue is really popular. The other is the Lambeth I’m wearing today. (see Claire’s picture above) It also has an elastic waist so it’s really comfy!
So there you go. A fantastic new range of jeans for this winter. Check out the New London website at: http://www.newlondon.com.au/about/
…to find the nearest stockist near you, or visit the Brighton Lifestyle store at 15C Church Street, Brighton.