Your music: U2, The Black Eyed Peas, John Lennon, Sting
Your brand: Denim of Virtue

The Story:
California-based Denim of Virtue, a very recent and well-received entry into the ultra-competitive LA denim market, is the creation of denim guru Tadd Zarubica, former President of Yanuk and Hudson Jeans. Zarubica has fused together the fundamental elements of what defines a great jean: modern in silhouette and aesthetic, authentic in craftsmanship, and most importantly a design that enhances figure and fit.

The collection, which debuted for autumn/winter 2006, marks a new direction in denimwear. Using signature finishing techniques, the styling of a Virtue Jean has softer contours, inspired by the brushstrokes of Chinese calligraphy. The result produces a subtle zen-like sensibility and features a smoother, more modern curve that skim the body. Bias-cutting, curvature and stitch detailing add to give it a sexy fit, rounding where necessary. And, as some readers will appreciate, Denim of Virtue is careful not to alienate women who avoid jeans with too low a waist.

Drawn to clean and modern lines, the architecture of Denim of Virtue replaces the rigidness of other brands. Washes in smoky greys, black inks and deepest blues are staple colours for winter. Straightleg and cigarette cuts, along with a “slim” slim boot and the new loose “boyfriend” silhouette are the four key shapes. So too are denim shorts and the mini, making a welcome return to autumn/winter 06 casual fashion.

Each Denim of Virtue jean has its own character and features its own unique back and coin pocket detailing: a clean line with a double contrast or decorative stitch; a soft, zen-curved pocket, a flattering detail that could only originate from the ingénue of an American denim house. Virtue hails from California - the authentic habitat of the jean.

For Spring/Summer 2007, Denim of Virtue is breaking out of the blue. Zarubica has launched a broader and deeper collection for Spring/Summer 2007 by expanding the horizon for Denim of Virtue with new colors, cuts, and fits, while maintaining what defines a great jean: modern silhouette, authentic craftsmanship, and most importantly a great fit. Bold turquoise, deep purple, brick red, clean white and Kelly green enhance the already well-established women’s collection. These deep shades are the result of a laborious process that includes stripping the denim hues and re-dying them to achieve a pure, true, Virtuous color. Of the collection, Tadd says “I just wanted to do something fun and at the same time bring new life to denim by offering it in bright bold denim colors for spring in the hottest styles like the skinny , mini and hot shorts.”

With a goal of creating a balance between minimal styling and overt detailing, Denim of Virtue has stripped the jean back to its basic form while avoiding being a boring or over-the-top frivolous design. To Virtue, there will always be new innovations, silhouettes to refine, or applications to experiment with.

What we think:
BeansTalk was very eager to include Denim of Virtue in our denim special because we were already big fans of the Hudson line. We were lucky enough to try two of their most popular styles: Patience and Reverence, and we think Tadd Z. has struck gold again. We love them.

Reverence is a very modern, five-pocket, slim, boot-cut jean. We enjoyed the uniqueness of the rich and dark vintage wash, champagne and baby-blue stitching, and asymmetrical back flap pocket. This jean is very versatile with our casual to dressy wardrobe and gets noticed for its non-mass-produced, custom-fit look. They retail for about $170.00.

Patience is a super-skinny and sexy silhouette. The deep blue hue of these jeans is so beautiful – they have an almost three dimensional, pastel richness of color. BeansTalk recommends this jean for the reader who is quite confident in her figure and shape. (Note to self: get to gym, start diet tomorrow.) This body and leg-hugging style should absolutely be worn by women of all ages, with one caveat: YOU MUST OWN IT. If you walk around apologetically pulling your blouse down or hiding, you will not pull this off. These are super sexy and fun, so just rock them. Wear them out.

BeansTalk recommends that you try Denim of Virtue if you program your ipod with what we call “Music with a conscience.” We are pretty sure that the rivers run deep over there with Tadd Zarubica. He names his designs after such virtues as justice, honesty, reverence, patience, and cautious. (BeansTalk had to laugh at the thought of naming a super-short miniskirt – cautious. Please be cautious in the choice of panties you wear underneath this little eye-catcher.) Anyway, we think that artists like John Lennon and songs like “Imagine” capture the social consciousness of the Denim of Virtue line.

The Black Eyed Peas’ “Where is the Love?” also comes to mind. Or, how about U2’s “Pride”? Moreover, hasn’t Bono spent his whole career making us more aware of the scourge of AIDS and hunger in Africa? He seems like his character traits match the virtues of Zarubica’s design themes. Lastly, we wanted to give a nod to Zarubica’s zen artist side, so we will include a recommendation to include songs like “Desert Rose” or “If I Ever Lose My Faith” by Sting on you ipod – him being all Tantric and all.

Look for the Denim of Virtue website soon, or check them out now at: www.Revolve.com, www.ShopIntuition.com, and www.shopKitson.com