Annelys.Design - Deep Pocket Jean Co.

Deep Pocket Jean Co.

Deep Pocket Jean Co. (DPJC) was a unique local business in Hermosa Beach, California, combining a garment shop, barbershop, and cigar lounge under one roof. The company approached the studio seeking design guidance for trim details on their affordable selvedge denim jeans. I was tasked with creating their logo, trim designs, and overall branding, helping them establish a strong visual identity that would resonate with their customers.

After visiting the store and engaging with the owners to understand their vision, I developed a concept that paid homage to the heritage of vintage denim jeans from the 19th century. This approach aligned perfectly with their selvedge denim, which was crafted in Cone Mills in North Carolina and sewn locally in California, emphasizing quality and authenticity.

The standout feature of DPJC’s jeans was their signature "deep pockets," an element not commonly found in most jeans on the market. While the target audience was primarily men, the thoughtful craftsmanship and unique design quickly gained popularity with women as well. This crossover appeal further solidified the brand’s identity and customer loyalty.

For the project, I designed a cohesive branding package, including hardware such as custom buttons and rivets, back patches, unique labels, and pocket flashers. The trims were created to evoke a vintage aesthetic while maintaining modern functionality, emphasizing durability and timelessness. The logo I designed became a hallmark of the brand, so well-received that it was also incorporated into their in-store cigar brand, creating a seamless extension of their identity across product lines.

Throughout the brand’s evolution, I remained closely connected to their journey, becoming a regular visitor to the shop and witnessing their growth firsthand. Seeing my designs brought to life in the store and embraced by their customers was incredibly rewarding.

Deep Pocket Jean Co. thrived for 10 years, becoming a beloved staple in the community, until the unfortunate circumstances of the pandemic led to the shop’s closure. Despite this, the brand left a lasting impression on its loyal customers, and the designs and branding I created continue to be remembered as part of their legacy.

Logo and Brand Design

Storefront Design

Hardware and Trim Design