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I think women are a lot more into how it looks. Regardless, of price and brand name at the end of the day you want people to look good in your product. I get compliments in the jeans. But, then we can also cater to the girl who is a little bit more trendy. We have re-cut [reproduced] it three times already. Pete: All of our resources go to bottoms.

So the energy is going to this one place; hence the outcome will be better than someone who spread across a whole bunch of different categories [merchandise markets]. Layla: Even as little as a stitch color, we have to approve it.

Everything matters, everything counts. Pete: We are able to take those cues, because we have that ear to the street. Pete: I think a lot of companies grow for the sake of growing [over merchandise] too fast and implode. In this case, we want Request to be known for specializing in one thing [denim] and eventually become a lifestyle brand. That passes along to Layla, and then to me.

Layla: Ever since Pete joined us, we have seen a huge kick on the street. People requesting for Request more. It definitely helps a lot; marketing is very tactful and useful. I strongly believe in it. Rather than waste the deer hides, he tapped Hiroshi Oikawa, owner of Japanese denim label Oikawa Denim, to put the hair to sartorial use. According to the report, Oikawa experimented with different methods for weaving the fiber into denim while maintaining a soft handfeel, and landed on a process of covering bundles of the hair with thread.

The result was a smooth, heat-retaining denim fabric with breathable properties. Animal-derived products such as wool are sometimes used in denim to achieve a heavier fabric that can help the wearer withstand harsh weather conditions.

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