Jean Names Changed: Understand The Changes

We’re changing the names of our jean fits.

What was “Watts” will now be “Basic”.  What was “Harvester” will now be “Relaxed”.  And we have a new jean fit called “Lean”.

To recap:

Watts = Basic

Harvester = Relaxed

We’ve been using Watts and Harvester for years.  Customers know these fits by name.  So changing names is a weighty decision.

We thought, our design philosophy is to simplify, shouldn’t we apply that philosophy to naming our fits.

Starbucks calls a Small a “Tall,” a Medium a “Grande,” and a Large a “Venti.”  It’s probably great branding – being different.  It’s not just a typical medium coffee, it’s  a “Grande Blonde.”

These Starbucks names aren’t complicated, but unless you go there regularly, there’s a bit of a learning curve.

Most of us drink coffee daily, I go to Starbucks daily, I order a “Venti Pike”.  I know the lingo now.

But I don’t buy pants daily.  I buy pants five times a year, give or take.

So do we need to subject our customers to a learning curve with cool branded names?  Or make it easy on them?

We chose to make it easy on them.  Our new jean names are names you understand.

We have three standard fits.  Even though they are different, they’re designed to have the same proportions on men with varying leg sizes.

Lean:  best for men with lean legs

Basic:  best for men with basic sized legs

Relaxed:  best for men with larger legs

We’ll still have branded names for fabrics, just not fits.  For example, our Stockburn trouser, is named after John Russell’s character in Pale Rider.  Stockburn looks to be wearing a grey wool trouser in this scene (that’s the connection).

Warning: this scene is violent.  But there’s a redeeming lesson here, drinking isn’t good for your health.

In a future post, it may be entertaining if we explain some of our other fabric names.

Please contact us if you have any questions.