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Cruise launches Jean Shop brand

Designer independent Cruise is to introduce US denim brand Jean Shop for autumn 08 and has exclusive access to its customisation office in New York.

The Jean Shop brand allows shoppers to create their ideal pair of jeans giving them the option to select the fit and wash from four basic blocks in Japanese selvedge denim. Cruise's customers can then choose bespoke finishes including paint effects, stains, stitching, busting and abrasions.

The denim block is then returned to New York's Jean Shop office for bespoke finishing direct to customer specification. The customer's name is also embroidered into the waistband.

Cruise buying director Martyn Lacey said: "The custom denim service from Jean Shop suits our customer base perfectly. Our shoppers have a keen sense of personal style, always looking out for the next big thing. We anticipate this will totally capture the imaginations of our customers"

Jeans will range in price from £150 to £500. The custom denim process takes between two and three weeks for jeans to be finished and returned to the customer.

The brand will be sold at Cruise's Glasgow and Newcastle stores.

Is the market moving towards more customisation? Let us know what you think and comment below.

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