indiDenim – indi By Appointment Launch Party

by Kirsten on June 4, 2010

This month indiDenim hosted a fabulous event, the indi By Appointment Launch Party at the 440 Brannan Studio Showroom in San Francisco.  Being a native San Francisco Bay Area girl, I was really excited to check out the event, particularly because indiDenim was a brand I had little to no experience with. They are known for their customized jeans, tailored to be exactly how you want them in size, fit, wash, and style! As a denim lover, the idea of creating your own jeans to fit your body to perfection, sounded like a little bit of heaven. For those that are new to indi, read about indi’s custom design features from a post by JP last year.

This event was special for indi because it introduced their first ever indi By Appointment, where instead of leaving you to figure out your measurements online, you can book an in-person appointment with indi, utilizing their amazing Fit Technology and ultra-personalized assistance from their stylists. Their stylists not only help with determining your perfect size and fit, but they also guide you through the process of how to pick your wash, pockets, distressing, and cut, all to make the best customized jean for you and your body style. This is what set the event apart. I have been to a few other denim launch parties and pop-up shops, but this was very, very unique. It completely changed my views on what can be offered from a denim brand.

Upon walking in to the studio, there were racks and racks of indi denim everywhere, all different colors and styles. The exposed wooden beams, the sewing machines and fabric cutting tables, the underground feel, really gave this launch a great vibe.  Instantly I was introduced to their CEO, Marybeth Luber. Warm and inviting, she gives this company such great life and energy.

Marybeth walked me through the indi By Appointment process, and booked me an appointment with one of their stylists for the night. I was excited to say the least! When I walked into the dressing room, the stylist took my hip measurement, and based on that number picked a jean to start me in. I slid the jeans on, and although they did not fit the way I wanted, this was to be expected. The stylist asked how I liked the fit around the seat of the pants, were they too tight, too loose? How did they fit around the thigh? Next we went to the rise, both the front and the back, and my inseam.  We talked about style, do I like bootcut, flare, skinny, straight?

All in all, my head was swimming with the possibilities! You mean I get to tell you to change every single thing about the jeans that I don’t like? This can’t be right. I knew this was what indi is all about, but being put in that situation, I felt like a little girl in a candy store.

After we got my measurements perfect, we went out to look at the different choices of wash, giving me a chance to feel the fabrics, choose pocket styling, and distressing. There are so many options to choose from, but I eventually chose a skinny jean in a darker wash with a tiny bit of distressing and some dark stitching on the back pockets. What was amazing was how many options indiDenim offers. From the stitching design on the back pockets, to the color of the thread, I was truly amazed. When all selections were made, their staff then put my order into their system, and we were done! Simple.

The people at the event were awesome. From a diverse group of guests to the inviting and friendly staff members, it was a blast. The great music spinning from their DJ, the flowing cocktails, and mini cupcakes didn’t hurt either.

I highly suggest checking out indiDenim and customizing your own pair of jeans. I should be receiving my pair soon, as the process takes about 4 weeks to complete. It’s amazing to think you have a pair of jeans being custom made, just for you. Every girl needs that! (They also do the same for men’s jeans and also have a whole other facet to indi with indiTailored, customizing a perfectly fitting dress shirt). Appointments are now able to be booked for June, so feel free to contact them.

What do you think? Is indiDenim something you can’t wait to try? Leave a comment and share your thoughts!

Check out all the pics from the event below!



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