Today we’d like to introduce you to Amy Leverton. We interviewed Amy Leverton, owner of Denim Dudes back in 2019, she is a British designer, future fashion forecaster and author of two books who has run her denim business out of Los Angeles since moving here in 2016. To find out about how it started, click here. To find out how its going, keep scrolling:
We all face challenges, but looking back would you describe it as a relatively smooth road?
Some of my most challenging struggles have been related to circumstances I was born in to which is hard to fix! As I mentioned in my first interview, being a woman in a pretty male dominated field has been a factor, but it instilled a work ethic in me which has certainly given me determination and drive to get where I am today. The other factor is monetary. We are going through a very hard time in LA, what with the fires, the rising cost of living and real estate pushing many small businesses out of our neighbourhoods. It’s been upsetting watching that unfold in Silverlake over the past decade; lots of small boutiques and family run businesses that I loved are gone or going and the struggle has certainly been felt at Denim Dudes HQ too! I take home a very small wage to keep the lights on and of course that’s something thats getting harder and harder to manage in such an expensive city. When I see exciting and successful fledgling fashion businesses out there, instead of wondering ‘how they do it?’ I give a quick look into their family history and 9 out of 10 times they’re rich 😉 And no shade to any of those creatives, I swear to god thats the only way to actually make it work these days! But that in iteslf is a shame and I think its stunting a lot of creativity in this city.
I am so proud that we have made it this far without any outside funding or a safety net. Comparison to anyone else is pointless, especially when the playing field isn’t even! But it makes progression and growth slow as you have to be very cautious and intentional. Slow and intentional growth is fine by me and probably way smarter in the long run.
As you know, we’re big fans of Denim Dudes. For our readers who might not be as familiar what can you tell them about the brand?
At its heart, Denim Dudes is a consultancy firm, specialising in the denim design industry. In a world flooded with information, more data doesn’t always bring more understanding. Denim Dudes cuts through the noise, giving brands large and small the insights they need to design with conviction, purpose, and intention—because we tell them what’s coming next in fashion and culture.
Since you last featured me, our profile has become way more recognised, with our online following jumping to 140k including a very welcomed and notable follower, Erykah Badu! We have appeared in the Business of Fashion, the Guardian, NPR, the History Channel and in 2024 alone our work took us to Stockholm, Sao Paulo, Amsterdam, Munich, Milan and Oslo.
The brands we work with range from big box brands such as Levi’s, Wrangler, Target, GAP and Old Navy to helping smaller fledgling brands and start-ups like Loutre London and Yardsale. Last years highlights included launching an upcycling retail activation with seven notable LA brands and makers at American Rag and making some bespoke jeans for Playboi Carti / Anonymous Club! This quarter we are re-launching a new website and subscription model for our content so its exciting times!
Do you have any advice for those just starting out?
I think its gotta be the same advice I was given in my late 20’s by an old boss called Sansan Chen: work twice as hard as everyone else. Sadly there doesn’t seem to be an easier path to success (believe me I wish there was!) and the latest lesson I learnt was that you just can’t stop either! I noticed that over my 25 year career, the best years have been when I was actively putting a LOT out there. You literally get back what you put out and if you are not uncomfortable you’re not doing it right. You gotta be like a snake and just keep shedding your skin.
We had a hard experience at the end of 2024 where we lost a client we had had for a decade. It hadn’t been working for us for the last 3 years and yet I didn’t have the nerve or the heart to leave them. But since it happened, doors have been opening and the energy has shifted exponentially for the better so that was my latest lesson in being more courageous to drop things that don’t serve you and trust that the universe will provide a new opportunity.
Pricing:
- Bespoke client projects upon request
- Our seasonal forecast 80 page deck is $300
Contact Info:
- Website: https://denimdudes.co/
- Instagram: https://www.instagram.com/denimdudes/
- LinkedIn: https://www.linkedin.com/in/amyleverton/
- Youtube: https://www.youtube.com/@DenimDudesDenimDudettes
Image Credits
Portait: Kate Berry
Additional images: Team Peter Stigter
