Having built a brand based on better-fitting pants, Bonobos recently sought out to rethink the five-pocket jean. For the Premium Denim collection the brand made sure to incorporate the Bonobos fit—marked by a more tailored thigh for an athletic fit that's not too tight or baggy, and a comfortable mid-rise—and it was important that this line be produced in the U.S. Not only was denim born here, but domestic construction gave Bonobos the chance to oversee every detail and produce a truly unique style of pant. More than anything, the team focused on creating a pair of well-constructed jeans with a democratic fit and a reasonable price point starting at $125. From today through 23 March 2012, new customers can visit Bonobos' website to get 25% off Premium Denim with the code COOLHUNTING25.
Cone Denim's White Oak Mill in North Carolina marks one of the last strongholds of U.S.-made denim and the go-to supplier for top-quality fabrics. The century-old mill produced a solid, supple 12.25-oz fabric for Bonobos that acts as the cornerstone of the new line. The hardware comes from YKK's U.S. branch, using a classic shank front closure.
From there, Bonobos headed to Caitac in Los Angeles, a Japanese-owned hub for high-end denim. They started with the basics—a resin rinse jean in straight-leg fit without any dry processing—and expanded from there. The distressing on their medium and light washes is done by hand, sanded to create a more comfortable fabric and light whiskering on the hip. Opting for a simpler look, Bonobos nixed the logo in favor of a subtle contrast stitch box pattern on the waistband.
Bonobos successfully translated the success of their trousers to the new line of jeans, which come in straight, slim and bootcut styles. They kept the washes conservative and the branding minimal, but threw in a few denim-head details like the busted seam stitch on the outseam. Contrast stitching on the interior and nautical-inspired pocket bags with the motto "Conceived in NYC, Born in LA" keep in line with the company's playful attitude.
This spring, Bonobos is bringing in more washes with detailing to go with warmer weather—April will mark the launch of a selvedge style with a weightier fabric, and they'll introduce two new spring washes. In addition to Premium Denim, for those looking for more colorful options, Bonobos' recently launched "travel denim" comes in light and mid-weight fabrics with a hint of stretch, in a range of garment-dyed colors.
Head over to Bonobos Premium Denim to see the goods and take advantage of the 25% discount for new customers with the code COOLHUNTING25 through 23 March 2012.