Denim dreams | Daily News


 

Denim dreams

Los Angeles based fashion designer, known simply as Fox, is a denim enthusiast (but don’t call it an obsession). Together with her husband, Jeff, she runs Foxhole – an exclusive denim shop located in Sunset Blvd, LA, where she sells recycled denim. “I make women’s and men’s figures look amazing,” she told Matter of Hand.

“Our slogan is ‘When you look good, we feel great.’”

A 4th generation retail entrepreneur, Fox was raised in a home of rockers, hippies, and vintage fashion, where she naturally fell in love with denim. “Denim is arguably the most amazing fabric ever created,” she says. “It was created so long ago. It has such a history. I love the development of where it was in the beginning, from people working their asses off in the field building railroads, to the elite not touching it – that only happened within the last 15 or 20 years.”

According to her website, she has been designing for the last 10 years in places like New York, San Francisco, Los Angeles, Shanghai, and Paris. She has also been repairing, repurposing, and recycling denim for years for friends and family. But it was only after meeting Jeff, in 2011, that they put their talents and passions together to create the Foxhole. Their first date was actually at a swap meet so you can pretty much say they were supposed to meet and put their love of denim and finding fun junk together.

“Jeff and I do anything we can do to create and give back,” says Fox. “Jeans are such a special garment so it just makes me so happy when people say these jeans make them feel so good. That’s the part of designing that I really love: the smaller, more personal aspect of it. At Foxhole, I can follow my piece. The customers will come back and tell me about it. I like to know that people are happy and feeling good. I don’t like making money just to make money. I like making money to have people feel good about themselves, and to build something special.”

Even if you don’t get to visit Foxhole we recommend you look into their Instagram page – an unofficial shrine for all things denim.

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