SLVRLAKE founders Louise and Gary Edgley have cracked the code for designing the perfect pair of jeans. With an emphasis on fit and fabric, the premium brand denim brand, which launched its first season exclusively at INTERMIX for Spring 2019, is producing high-quality, impeccably-fitting pieces in cuts that are timeless, not trendy. The couple, who moved from London to Los Angeles, the premium denim capital of the world, has a knack for modernizing silhouettes and washes, and the result is simply a pair of jeans—from cropped kick-flares to high-rise cargos—that only get better with wear.
Here, Louise and Gary share why they started their own company, what they felt was missing in the denim market before SLVRLAKE and their go-to spots in the two cities they've called home.
What inspired you to create your own line of denim?
“We love denim! There is so much that goes into the design and development of the perfect jean, and we saw a gap in the market for a luxury denim line made from the finest quality fabrics, shaped in timeless silhouettes with a true vintage feel and natural looking washes built to stand the test of time.”
What sets SLVRLAKE apart from other denim brands? How is SLVRLAKE redefining premium denim?
"With SLVRLAKE we wanted to explore the idea of a new, modern ‘Americana.’ We drew from America’s rich denim history and interpreted it from an international view point, creating something true but completely fresh.
“We wanted to bring back that authenticity to the premium denim space and create real jeans that are timeless and not trend-driven—pieces that are built to last and that you will love in five to 10 years time as much as you love them today.
“We focus all of our efforts into developing incredible fitting jeans and create newness in other ways, like adjusting fit and styling. And we don’t do anything that we think is gimmicky or too contrived; it has to feel natural.”
What are your backgrounds and how did they help when starting your own line?
“Louise started out on the shop floor as manager of a designer boutique Notting Hill, where she really gained my knowledge in luxury and understanding the consumer. Then, she went on to work in wholesale at a multi-brand contemporary showroom, which gave her the opportunity to work with some of the best retailers in the world. Following that, she landed a job in Los Angeles as Marketing Manager for what was, at the time, an emerging denim brand.
“Gary also cut his teeth on the shop floor, later managing wholesale accounts. He then went on to Selfridges Department store in London, working his way through the ranks buying for men’s, women’s, designer and contemporary as Buying Manager. Shortly after launching their Denim Studio, Gary moved to Los Angeles.
“Launching our own line had long been something we had both wanted to do. We felt fashion was moving a little too quickly, focusing on the what will be the next big trend, and quality was lacking—premium denim just didn’t feel very premium! With our industry experience and our move to Los Angeles, the home of premium denim, we really cultivated the desire to launch SLVRLAKE.”
How would you describe your customer?
“Any women looking to elevate her wardrobe with effortlessly chic essentials.”
Who are your style muses?
“We don’t look to a particular style muse, but we are inspired by the ‘90s and the iconic imagery of that period, particularly those by Herb Ritts and Peter Lindbergh. The denim styling is effortlessly chic and the women appear empowered.”
Quality is so important to your brand. Tell us about three fabrics you use.
“We only work with the finest quality fabrics—you simply can’t cut corners. Without impeccable fabrics, you cannot achieve an impeccable fit; the two come hand-in-hand.
“We spent a long time researching and testing until we found three unique fabrics: a rigid, which is butter-soft and molds to the body; an open weave, which creates rich textured washes; and a compact weave, which is has great recovery.”
Since you relocated from London to LA, can you share your favorite spots in both cities?
For brunch: “Republique for French/American fusion—yum!”
For weekend fun: “Start the day with a morning at YogaWorks or Modo Yoga, followed by an afternoon in Griffith Park with our two sons. When we have time alone, we’ll head to Tomoko Japanese Spa for a massage. On summer nights, we love to watch an old movie at Cinespia outdoor cinema in the Hollywood Forever cemetery or catch a concert at the Hollywood Bowl.”
For cocktails: “Roger Room—it’s a hidden cocktail bar with speakeasy feels.”
For dinner: “Gracias Madre for vegan Mexican.”
For brunch: “The Wolseley is a classic.”
For coffee: “Ottolenghi Notting Hill for coffee with a side of cake!”
For weekend fun: “We love to spend mornings at The Tate and walk over the bridge to St. Paul's (so beautiful!), followed by an afternoon in Primrose Hill with friends and family. Then, we’ll take a stroll to the The Lansdowe Pub for supper and a glass of wine.”
For cocktails: “Electric House.”
For dinner: “Farmacy for a modern vegan affair.”