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eroding the great china wall

Gcw_hoodie >> Back in March, when denim giant Seven For All Mankind announced its collaboration with LA-based label The Great China Wall, I was skeptical.  Not only because I am anything but a fan of Sevens, but because the whole deal is sketchy.

Great China Wall has established its popularity by handpainting, embroidering and bejeweling vintage tees, army pants, and hoodies (right).  Alfredo Settimio, founder and owner of GCW, is proud of his label's "underground" rep -- he relies solely on word-of-mouth, and doesn't "like to do advertising."  Funnily enough, however, he is collaborating with the very mainstream, advertising-friendly Seven jeans.  Together, they are producing a "limited edition collection" of 30,000 pieces, which will include 10 denim styles, 2 denim jackets, as well as a selection of crystal-studded t-shirts.  Not only that, but fifty retailers have picked up the line, including Kitson, and huge department stores Neiman Marcus, Saks, and Bloomie's.  All this just doesn't quite ring true for "underground" with me.  And since when is 30,000 pieces a limited edition?

Jean_frontJean_ba_1I hate to say it, but so far, my hunch has been correct.  I came across a few of the lovechildren available for preorder at Browns.  I can't say that they are anything special -- where's all the hand-detailing that GCW is famous for?  I'm assuming that's why the prices would be so high, because the crystal detailing they've got going there sure as hell doesn't look worth the ₤465 these jeans listed as.  In my opinion, this is just not the way GCW should have gone -- not if they wanted to continue the underground buzz.  But, after all, that's just me. 

**sources: women's wear daily

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