MANIFESTO

ONCE DENIM WAS CONSIDERED FUNCTIONAL. A STAPLE. DISMISSED BY FASHION INNOVATORS AS THE COMFORT FOOD OF THE FASHION WORLD. IT WAS THE LATE 1990’S IN LA, WHEN A GROUP OF FRIENDS GOT TOGETHER AND DECIDED THAT NEEDED TO CHANGE. TOGETHER, THEY MADE A VOW: TO DISCOVER A STYLE OF LIFE WORTH LIVING. THE DESIRE TO USE FASHION TO STAND OUT BROUGHT PEOPLE TOGETHER. A JOLT OF INSPIRATION. A BURST OF WOW. IT WAS TIME TO TAKE WHAT THEY HAD DISCOVERED AND USE IT FOR THE GOOD OF ALL MANKIND. THEIR VISION WAS SIMPLE AND ORIGINAL; TO MAKE DENIM INCREDIBLE. TO CREATE A BRAND FOR PEOPLE WHO CRAVE INSPIRATION, WHO WANT TO HEIGHTEN THEIR SENSE OF STYLE, FIT, AND FASHION. FOR PEOPLE WHO WANT TO BE TRANSFORMED. THEY HAD ONE GOAL: TO TURN THE ORDINARY INTO EXTRAORDINARY. ATTENTION WAS PAID. NO DETAIL WAS TOO SMALL. CUT, FIT, STITCH, BUTTON, POCKET, WASH, DISTRESS, FABRIC. TOGETHER THEY REVOLUTIONIZED DENIM, MAKING IT SENSUOUS, RELAXED, REFINED. 7 IS AN ATTITUDE FOR PEOPLE WHO ENJOY BEING LOOKED AT WHEN THEY ENTER A ROOM. FOR PEOPLE WHO AREN’T AFRAID TO SEIZE THE DAY… AND OWN THE NIGHT. FOR ANYONE WHO WANTS TO LEAD, NOT FOLLOW. FOR THESE PEOPLE WE CREATED 7 WORDS TO LIVE BY: LOOK AND FEEL INCREDIBLE AT ANY MOMENT. THIS IS THE PROMISE OF 7.