The Porsche Edit | The Story Behind the Details
There's a story I often tell people about the rivets.
When we were prototyping the first run, almost everything was sourced. Denim from Turkey. Thread from Italy. Buttons off-the-shelf. Rivets are usually the last thing anyone thinks about. But I couldn't let it go.
A rivet is the one bit of hardware on a pair of jeans you actually see up close. Most brands treat it as an afterthought. Plain disc or a stamped logo (if you're lucky). I wanted ours to mean something.
So we went back to the 911. The Otto Fuchs five-spoke alloys on the 1960s model are, in my view, one of the most beautiful pieces of design ever produced. We worked with a hardware specialist to mould our own rivet, copying the geometry of those wheels. Most people will never notice. But you will.
The six-stitch pocket came from the same place. When you're stitching a brand mark onto a back pocket, you've got two routes. Logo, or pattern. Logos date. Patterns don't.
Look closely at ours. Two stitches, space, then four. Twenty-four. Vingt Quatre, sewn into every pair. The kind of thing you'll only spot if you go looking. Most people won't, and that's the point.
The fits were the longest conversation of all. Most denim brands launch with a huge range. Skinny, slim, straight, taper, boot, baggy. The argument is always choice. The reality is diluting what you do best. Every extra fit you add is a fit that gets less time on the cutting table.
We started with three. Taylor Slim. Hardy Straight. Craig Taper. I'd rather make three pairs of jeans well than nine pairs badly.
The 911 has held its shape for sixty years because the people behind it had the discipline to leave it alone. That's harder than it sounds. Form. Function. Forever wearable.
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