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Stories / Materials
Eleven ounces: the lightest denim here.
For a jean that needs no breaking in, in the lightest weight in the range.
The lightest denim in the range, and still a midweight cloth.
One percent elastane is all it takes; there is no waiting for the cloth to give.
Almost all of what you feel is cotton.
Cut tapered and assembled in Tunisia, like the rest of the jeans.
What one piece costs us, to the cent. Then where the rest of the price goes.
Average market price is what a comparable piece costs from a brand that sells through other people's shops: department stores and multi-brand retailers. That price has to carry the brand's margin and the shop's margin, stacked. Ours carries one.
Margin is not profit. It goes to getting the piece to your door: shipping, returns, the warehouse. Then to running No Label: the team, the stores, the fit sessions, the photography. What is left goes into next season's fabric. On sale pieces there is often nothing left at all, because overstock is money sitting in a warehouse and we would rather it moved than marked up.
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