Denim maybe the most rock & roll of fabrics, but it’s rare these days to encounter an inventive and effective approach to cut and style, which is why Seven Foot Cowboy – the ambitious new jeans label from London boutique Pokit – is to be applauded.
The range of six styles ( four for men including a regular jean shape and wider 40s cut and two for women) convey the quality, attention to detail, individuality and flair we have come to expect from Pokit’s Bayode Odowulu and Claire Pringle.
The pair took as their starting point the hard-wearing denims worn by rodeo riders and incorporated in the design a yoke based on that in Hussar’s britches. One style, the Crazyhorse, which button at the side, utilises the roomy design for jeans worn by rodeo clowns (who needed maximum mobility to perform their stunts safely).
The styles are:
Maverick – regular fit (£225)
Prospector – loose fit (£240)
Crazyhorse – loose fit, button side fastening (£295)
Bronc Buster – regular fit (£295)
Belle – hipster, skinny fit (£225)
Sweetheart – high waist, regular fit (£240)
In store as of today – THE LOOK was present at 11am this morning when the first sale was made at Pokit’s Soho outlet – Seven Foot Cowboy follows Pokit’s mid-Noughties collaboration with Lee Jeans and has been developed over the last 18 months with their manufacturer in Preston, Lancs.
Seven Foot Cowboy jeans are available only from Pokit at 132 Wardour Street London W1F 8Zw – see here.
Join Pokit’s Facebook group here.