If the importance of denim is only on the increase, then PREMIERE – a boutique trade event for exclusive labels – is not to be missed. Taking place in Melbourne for the first time this August, the PREMIERE event compliments Fashion Exposed by giving buyers access to more exclusive, high end labels. While many clothing and accessories labels will go on show at PREMIERE (and we’ll be highlighting some of those soon) it’s the list of casualwear brands that reads like a who’s who of only the best premium denim lines.

So when you head to the Royal Exhibition Building for PREMIERE (premiere.net.au) on the 28th – 30th August this year, don’t miss the denim: and to help you out with where to focus your time, here are 5 denim brands to add to your must-see list.

work custome jeans

Hudson Jeans

Hudson define themselves as a brand that “weaves English attitude into LA-born denim”. Fitting, then, that British-born rock royalty Georgia May Jagger was crowned as the face of the brand. All Hudson jeans are hand-finished to be one-of-a-kind.

hudson jeans lookbook
From Gerogia May Jagger for Hudson Jeans, AW ’10


“Do what you love and love what you do”.

That’s the mantra of WorkCustom Jeans, who believe work should be an extension of your passion. Each season they produce on-trend styles (like spring’s superb flares) using the finest fabrics from Europe and Japan.

work custom classic lookbook
From WorkCustom Jeans SS ’11 look book.

True Religion

Since its inception, the True Religion brand has maintained a bohemian, vintage edge – now know not just for denim but also for its knit and woven sportswear and casuals.

true religion lookbook
From True Religion AW ’11 campaign.

Black Orchid

Black Orchid was born as a classic line appealing to women of all ages, created to fill a gap in the denim market for unostentatious, figure-flattering jeans. Designer Julien Jarmoune works to make Black Orchid’s pieces as desired as the rare flower itself.

black orchid lookbook
Black Orchid denim look book.

Fidelity denim

A definite favourite on the Hollywood scene, many a star can be found socialising in Fidelity’s denim styles. Fidelity’s silhouettes, washes and clean lines are all crafted with the female figure in mind.

fidelity denim lookbook
From the
Fidelity Denim AW ’11 collection look book.

For more information about PREMIERE and to register to visit, head over to premiere.net.au.

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