Today I am picking up an order I placed yesterday for five custom dress shirts and two slacks. I am in Hoi An, Vietnam, a UNESCO World Heritage site, but more commonly known for its tailoring, with several hundreds of shops concentrating in either fabrics, shoes, or leather goods. Also on my list is a good pair of jeans and I think I have found someone who can make them.
Colin Keeley of Chicago, Illinois has a background in software product management and design. He also moonlights in the apparel business using Kickstarter to create the perfect pair of jeans. Keeley explained, “the project began when I grew tired of changing out of my uncomfortable jeans and into sweatpants every day. I tried to find a more comfortable pair of jeans that I could wear all day, but I could never find anything I liked”.
Thorough his dissatisfaction and various pursuits, Keeley realized that the utility of the jean has not changed all that much (originally outfitting miners to better carry rocks--per the campaign’s Kickstarter page). So, Keeley has created his own brand of jean.
After 12 months of designing and prototyping Geneva -- Premium Active Denim For Modern Life was born.
“The radical new material combines the incredible softness, comfort and freedom of movement of activewear with a timeless look. We then paired the performance denim with our curved waistband which conforms to the natural shape of your waist for the perfect fit.”
Geneva has a patented four-way stretch that allows for a better cut of jean (slimmer) without forgoing the importance of movement—these jeans don’t restrict you and are comfortable. Also as quoted above, the waistband has a curve that more naturally conforms to your waist. Think of your favorite leather belt that you have had for years. When you suspend it from one end there is a pretty heavy curve in it and that is the curve that we are talking about.
Geneva jeans are made in a family-owned Los Angeles factory, and Kickstarter backers can enjoy a 50% wholesale discount.
In communicating with Keeley, I was told that he will eventually branch out into other apparel after Geneva. Tentatively, a crowdfunding campaign for shirts is slated for the end of this year. Keeley wants to keep the pricing at a wholesale rate by making Geneva available online.
Keeley is also keen on giving back. “I would like to incorporate a social mission for Geneva, similar to shoes for Toms and glasses for Warby Parker,” says Keeley. A product that can provide utility, comfort and social responsibility POPs.
What’s stopping you from launching your idea on Kickstarter?
Geneva’s Kickstarter Campaign Page
Colin Keeley’s Website