“And we looked so good. And we lived our lives in black.” French denim April77’s current campaign called “We lived our lives in black.” is a lyric from the song “Happy When It Rains” by the band The Jesus and Mary Chain. This alternative rock band from Scotland are reminiscent of the 1960s “wall of sound” pop music, new wave and the post punk radicalism.

Similarly, April77’s latest collection from France reflects the mid 1980s to early 1990s suburban England, Scotland and Ireland. The attitude exudes a period where isolated teenagers and working class youth were troubled with religious and political friction.

April77’s denim collection are blistering and unique. The April77 The Screw jeans is a reminder of 80s acid wash and painter gone berserk. Full contrast dyes mostly on leg area are obvious. Fabric is of the classic Aprill77 Heart Attack Black Fight material. It’s a straight cut ankle pants for men. The legs are purposely zipped up and rolled up to reveal one’s boots.

Included in April77’s Heart Attack wash series, is April77 The Dictator jeans. The wash is in Heart Attack Black Snow which is a cross between 80s New Wave and the early protest outfit. And yes, it’s acid wash from black denim. The fit is slim and tight fit on the hips and thighs.

For menswear, we also have April77 The Trouble jeans in original Transistor deep blue denim. It resembles 1940s America and a rabbit’s fave munchie, the carrot. The jeans feel is utilitarian and connects with blue collar worker denim. It has a higher waist, slim fit yet tapers to the ankles.

Then, there comes April77 The Boyfriend jeans. Features offer regular 5 pockets, slim cut, unisex fitting and twill bleach wash. Girls can finally get their own boyfriend, specifically the April77 Boyfriend jeans, which will love them the way they want to.

For women, we also have April77 The Squeeze jeans. It has a straight leg, low waist and a fit in between slim Joey and the bell bottom Emerald. But then again, it may just be something else.

Last but not the least, is April77 The Marky jeans. This is a classic denim with high waist that flatters the female contours. It has that 1950s feel with several shades of black, blue and Colordrive sky color.

April77 Jeans is nostalgic and rugged. April77 denim is radical and edgy. There lies the reawakening of grunge.

Jean Culture: Designer Jeans Source. Denim Brand Names.
Credit and Source Link:
www.april77.fr

DesignerDenimJeansFashion:
Spring Summer Fall Winter - Season Collections, Campaigns and Lookbooks.
Related Post and Link:
April77 2009-2010 Fall Winter Collection

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If you have this brand of jeans, let us know what you think about it.
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We will go in depth when we feature the seasonal collections in the future.

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(a) Quality: Degree of value of which it is made. Fabrics, materials, hardware, stitching, etc.
(b) Style: How does it fit your style? How much creative design was applied to it?
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(d) Influence: Who/ what encouraged you to get a pair? Advert, word of mouth, celebrity, etc.