Contributing Monkie Sarah Backhouse
Published on March 16, 2009
In 1969, Easy Rider the film launched the career of Jack Nicholson and marked the birth of independent cinema in America. In 2000, Easy Rider the jean launched LA designer Mik Serfontaine’s eponymous label and the West Coast denim movement.
Serfontaine is the brand of choice for many A-list derrieres, from Britney to Beyoncé, from J.Lo to Jen. Young Hollywood style mavens Mischa Barton, Kate Hudson, Sienna Miller and Wentworth Miller also can’t get enough.
Serfontaine is creation of South African born designer, Mik Serfontaine. Leaving home at 18, Mik traveled the world before settling in the city of angles. A stint at design school led to the opening of his first boutique on Venice’s Abbot Kinney in 1995.
Mik is somewhat of legend in the jean world, owning patents on several denim innovations. First up, the legendary rope stitch. Three times the thickness of regular thread, the stitch gives Serfontaine its distinctive look, sans label.
Next, his organic and eco-friendly wash and production process. Mik ditched the abrasive oxidizing agent potassium permanganate (as well as stone washing using pumice stones strip-mined from third world countries) and replaced them with hot and cold rinses, hand grinding techniques and organic fruit enzymes to create that desirable lived in look.
And finally, Serfontaine has embraced organic cotton. The slim fit Waysted jean for women are 98% organic cotton and 100% Hollywood.
Now that was easy, rider.