Rises, Rinses, Washes-Hem Jeans
Hem Jeans, a denim boutique centrally located in the heart of Austin.
Centrally located at 12th and Lamar, Hem Jeans
has established itself as the city’s go-to denim bar. On average, their collection spans across 40 brands and countless styles: a classic straight leg, a Texas favorite boot fit, or today’s recent growing trend – the wide leg. Other options include a variety of lengths in every rise, rinse, and wash imaginable.
“We also offer custom tailoring in-store. A customer can customize the length to fit a platform or a cute ballet flat,” says Washington native & co-owner, Loree Masshou. She continues, “The customer usually comes in and they don’t say ‘Are you carrying Brand X?’ They come in saying ‘I need this type of denim.’” Staff recommendations continue to be a core of the business which celebrates it’s sixth year in June.
Owners and sisters, Aimee and Loree weigh their decision heavily on one consideration when introducing new lines to the store, “It’s all about fit. It’s all about what it looks liken when it’s on. Also, having to see the production. A garment that has not been through production goes through many adjustments with new lines. Many times, a company will send out two shipments and they’ll still be tweaking patterns and fit. We’re not going to be part of the guessing game,” says Leah. Serious considerations for new denim lines begin “as soon as it’s been through production, and it’s been on someone who is not a size 00, but who is a size 6 or size 8. [So we can] see what people are actually going to look like in them and how they will fit.”
Loree talks about growing up in Seattle and the transition to Texas. ”One thing that is so great about Austin is that we are more open to trying new things. I see a lot of different styles from girls wearing cargo skinnies with heels, to someone wearing a higher rise wide or even a flared leg, which are all coming back. It’s great to live in this city because it’s not so one color. It’s a little of everything.” Loree predicts Austin will begin to see a wave of denim on denim. ”It could be light wash denim shirts with mid-wash denim jeans. Denim on denim will be seen on both men and women.”
“Speaking to the latest women’s trends, the flare and wide leg is huge right now. Moving into fall we will start to see the rise begin to change to a mid-rise, although not too high. Denim will be featured in all different colors – there are vintage washes and then you have your beautiful dark, dressy washes. Everything right now is living in harmony. It’s a lot of fun, you can pretty much wear anything right now.”
Since opening their second store, Stanton, it has been easier than ever to dress in the sisters’ latest picks. The adjoining boutique’s welcoming entrance (nestled within Hem) is conveniently placed so that customers can pop in next door and pair their latest finds with a new blouse or summer tank top. Hem’s ever growing presence include annual events for SXSW and a June in-store birthday party… denim friendly for certain.