| Sjobeck Denim embodies the Malibu beach lifestyle, citing influences ranging from the blue-collar worker to the laid back surfers of Southern California. Garret Gerson, one of the brand’s four owners and designers, believes his artistically gifted family led him to fashion design. “Art has always been a big part of our family and my grandmother was a successful painter/sculptor and created sketches for designers so from that I attained a deep appreciation for art. Fashion is the most expressive form of art.”
Following two internships with top LA fashion houses, Garrett partnered with JesseRay Vasquez, Lani Lupton and Shelly Sjobeck, from whom the line gets its name. The brand is unique because its design team is multi-generational. Sjobeck is helping to train the next big names in fashion design. “I’ve learned everything I know from our business partner Shelly, who has had over 20 years of design experience,” says Vasquez.
Sjobeck Denim’s mission resonated strongly with the beach communities they embodied, but the company’s first big break came when the clothing was worn and featured by the High School Musical cast on the cover of People Magazine. The exposure led Josh Eshya from Ron Herman to purchase their first collection in 2007.Â
Gerson is optimistic for the future. Looking forward five years, he sees the brand “setting the trends of west coast fashion and helping to revive the American fashion industry by producing all garments in the USA.” Blue-collar workers indeed.
http://sjobeckmalibu.com |
