I searched through thousands of fabrics at all the major mills around the world. I thought this was really unique. It took a year of work with dozens of prototypes before we got here. I really like this denim because I found it's more durable and comfortable. You can get 20 oz. denim jeans, but it'd feel like you're wearing sandpaper. This bi-directional stretch means the fabric stretches vertically and horizontally. They're more comfortable if you're wearing slim-fitting jeans. 100% cotton doesn't have any give, so it's a lot easier to tear.
Over 60% of the people who've donated to our campaign are actually people who we didn't know before. They're people who are looking for new products to try out. I've also been getting all sorts of international people, I've gotten e-mails asking if I'll ship to Finland. It's amazing that you can just put the product out there and see who's interested.
It's been surprising how supportive the community has been. I had to learn from scratch. I had to take sewing courses and then I went around to different factories, denim stores and other people who have their own denim lines. We found factories that really wanted to work with us, and went out of their way to buy chain-stitching machines, so that we could do the waistband and other parts of the jeans the right way.
It's not that I think premium denim brands are bad. I just think this new online model provides a cost-advantage—we can offer wholesale prices direct to consumers. Traditionally, if you're going to sell to retailers, they take a 2-3x markup on that price, and that didn't really make sense to me. If we can find people who really like our product, then selling directly to them makes more sense.