Industry Standard, an online jeans shop, was created by Nicole Najafi in 2013. Nicole shops almost exclusively online, and wanted to create the ideal online shop for jeans. Frustrated by every aspect of shopping for denim, Nicole set about to create a new “industry standard”. There is an edited collection of six styles, the fit and fabric of each one perfected. “Designed in New York, Made in Los Angles, Delivered to your Door”. The denim is from Cone in North Carolina, the oldest mill in America, and original supplier of American denim. The jeans are made in Los Angeles in the heart of the denim district. Industry standard has developed a size quiz that helps calculate the perfect size and fit. Free of any outside logos, each pair of jeans can be personalized with a discreet monogram.
Nicole Najafi grew up in Palo Alto, California, lived and worked in Paris, before moving to New York. She credits her father, a Silicon Valley veteran, as her mentor and role model. The diverse cities she has called home inform her style, and she draws inspiration from Sofia Coppola movies, 1970’s California surf culture, Japanese minimalism, Jean Seberg and Godard French film sirens. Before launching Industry Standard, Nicole worked at Balenciaga as an online buyer and merchandiser. Though she mainly shops online she adores La Garconne in Tribeca, Fivestory – who stock Industry Standard jeans, The Line, Steven Alan, The Webster in Miami, and every old book store in the village.
On Buying Industry Standard Jeans
“I just bought a pair of Industry Standard jeans, and when I opened the box I was so happy. They were beautifully wrapped with a blue and white stripe tie, a beautiful stamp, a hand written note that made me feel like I knew them, and made me value my new jeans even more.” Gert Doriot, Mutiny
Photography by Matt Hillman