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Cocoa Jeans USAby Staff on Feb 12, 2009Cocoa Jeans USA at Rouge When people say “Think globally, shop locally,” it’s usually meant as a figure of speech. But in order to keep their customers shopping locally, Silicon Valley businesses so have to think locally. That’s just what Los Gatos’ Rouge discovered when they started stocking Cocoa Jeans USA, a brand with an unusual approach to their product. Steve Tolezski, the local distributor of Cocoa Jeans USA, explains that the label was founded seven years ago by two women in Colombia who wanted something different in a hip new jean. “It started in the attic of their house, and they sold it at the flea market,” says Tolezski. They built it into a business, and Tolezski connected with Rouge, which has a reputation for staying ahead of the curve with its selection of jeans, often from hard-to-find labels. “They’ve been getting a great response with the jeans,” he says. Why is it working for Silicon Valley? Tolezski thinks it’s because of the high-concept fibers, a blend of cotton and Lycra based on activewear technology developed by DuPont. “Silicon Valley is high-tech, and it’s about time the clothes become high-tech,” he says. All of the raw materials for the jeans come from the United States, and the machinery used to make it is from this country as well. He also thinks the fact that they were designed by women, when so many of the designers of women’s wear are men, fits the spirit of the Valley. But most of all he thinks it’s the style of the low-rise, sturdy jean that’s catching on. “Women love the fit of the jean,” he says. “Nowadays people want to look good. I think that’s why we’ve gotten such a good response.” by Staff on Feb 12, 2009 |
 Tina Sisois models Cocoa Jeans at Rouge |
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