A high-end denim shop is opening its doors Sunday in CityScape, with the hopes of bringing a “Johnny Depp meets GQ” style to the Phoenix business scene.
Lawless Denim will offer both ready-made and custom-made denim, with ready-made jeans priced at $85-$180 and custom denim starting at $245.
Lawless offers mostly selvedge denim, or denim made from pre-World War II looms, as well as some non-selvedge denim. The store also offers products from brands including Randolph Eyewear, Wolverine Boots, Ozone Socks and Baxter of California, as well as a few leather products.
For Maya Vita, the head designer, and CEO Roman Acevedo, the idea and inspiration for Lawless spurred from their loves of fashion and creativity.
“We wanted to stay in the fashion industry, but we didn’t want to go too chic or too urban. Everyone wears jeans,” Vita said. “We were brainstorming names and we figured we’re in the Southwest, and we figured ‘what’s more badass than Lawless?’”
Lawless’ location in CityScape situates them near the brand’s target demographic, the business class of downtown Phoenix. The brand considers itself a more sophisticated denim tailored to that demographic, Vita said.
CityScape Starbucks manager Jason Rangel says that many of the customers that frequent Starbucks, most of whom are part of the downtown Phoenix business scene, have been inquiring about Lawless’ upcoming opening.
When the store opens, customers will have a lot of control over their custom denim. Lawless will offer more than 25 kinds of denim, multiple jeans styles, thread, buttons, rivets, pocket liners and button finishes. Once a customer has chosen the specifics for their jeans and has been measured, the turnaround time is 5–7 business days.
“We want to offer not only custom denim, but the experience with it. A fun experience (where) you’re not just getting denim, you’re living part of the lifestyle,” Vita said.
Besides being a place for customers to buy high quality denim or create custom pieces, Lawless is focusing on keeping the manufacturing of their products local to promote business and job creation in Phoenix. Although the selvedge denim is made in Japan and North Carolina, the actual manufacturing of the jeans takes place in the store. Vita said even if Lawless expands in the future, manufacturing will still primarily take place in their store in CityScape or in their design studio in Phoenix.
“We want to keep creating jobs while doing something we feel strongly and passionately about,” Vita said.
The vice president of development at RED Development, the commercial real estate company that developed CityScape, applauded Lawless’ effort to bolster business in downtown Phoenix.
“Lawless Denim & Co. is a prime example of the entrepreneurial spirit taking place in downtown Phoenix. (CEO) Roman is drawing attention to a great American tradition of denim manufacturing and its authentic connection to Arizona,” Moloznik said in a statement. “Downtown is all about reinvention and Lawless embodies that.”
Lawless Denim hopes to educate the public about the quality of custom denim so more people appreciate it through allowing customers to customize their own denim products.
“It really is denim without laws,” Vita said.
During Lawless’ opening week Oct. 13 though Oct. 20, custom denim will be priced at a flat rate of $175. Men and women’s white oak selvedge denim jeans will also be specially priced at $107.
Contact the reporter at pkunthar@asu.edu
