Two Years

Posted on 29 September 2014

Two years. In the grand scheme of things, two years isn’t very much time at all. But for us, these last two years have felt like a lifetime, the same way that when you’re fully, really in the moment, an instant can feel like it might stretch out into eternity.

We started Shockoe Denim in October 2012, armed with nothing more than the crazy notion that we could make jeans better than anybody else out there. People told us we were crazy, and when we think about it now, they were right. Sometimes it’s the crazy ideas that pull at you the hardest.



Those first jeans were weird - Franken-Jeans that ballooned out in all the wrong places. We burned through a lot of fabric, thread, and late nights trying to do better, and found that each pair of jeans we made was just a little closer to the ideal we had in our heads. And that’s how it went for a while – it’s been a long, steady climb.

Today we’re making jeans that we’re intensely proud of. At the same time, we’re always looking for ways to improve. Maybe that’s more the truth of it…yes we’re proud of the jeans, but we’re even more proud of the journey we’ve taken, and continue to take, one foot in front of the other.



Along the way, we’ve met some extraordinary people. People who were just as crazy as we were – supporting us even in those early days of the Franken-Jean. We’re filled with gratitude for the support we’ve been given.

So to our customers, employees, creative partners, investors, friends, and our Richmond community, we say thank you. These last two years are just as much yours as they are ours.

With full hearts,
Your friends at Shockoe Denim

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