Denim jeans are as Americana as apple pie, thanks to Levi Strauss, but the jeans you currently see on women are a far cry from those clunky workman’s trousers dreamed up by their original designer. The modern woman demands a certain sense of style, specifically one that flatters their shape.
Jason Trotzuk has been exploring ways to work with the fabric since he discovered his passion as a teenager. To Jason, denim truly is the fabric of life. Being the youngest child of a large family, he was influenced early on by the music of different generations ? the Rolling Stones, the Ramones, the Eagles, Elvis, Janis Joplin… As a child he was also exposed to the fashion and art expressed through music. He shared his thoughts with me on how jeans have made major statements throughout the decades: a rebellious jeans-clad James Dean;
As a teen living with his parents in his native Vancouver, he set up a studio in the basement, where he hand-painted jeans with rock-and-roll-worthy designs: velvet flames and lace trim, for starters. He made a respectable living from these jeans, which would go for hundreds of dollars a pop on Vancouver’s fashion district. More importantly, the seeds were sown for his current career.
Jason is a man who truly listens to a woman, who knows what she wants. He accommodates all types and forms of women. Listening to him speak, his dedicated passion was apparant. He describes Fidelity as integrity, love and romance and loyal to its customers.
Fidelity debuted in Canada in early 2005 and landed in U.S. stores the following year. Rather than swamp the market, Jason distributes Fidelity Denim to a select group of boutiques such as Fred Segal, E Street Denim, Len Druskin, and Caruso Caruso in tastemaker cities such as Los Angeles, New York, Chicago, Miami, Atlanta, and Dallas.
The jeans themselves come in a variety of styles, though they all cover the three F’s that suit most women between the ages of 28 and 48: fabric, finishes, and fit. Jason Trotzuk predicts that women will continue to gravitate toward body-skimming styles, as executed in Fidelity’s Japan Rose “skinny flare,” but women who prefer a looser silhouette can opt for Hyacinth and Dream trouser legs.
It’s the line’s top-sellers, however, that demonstrate the company’s versatility. The skinny-leg Plumaria, the classic boot-cut Tiger Lily, and the midrise Bella Donna can’t be more different from each other, yet they’re all in demand by Fidelity’s clientele. And speaking of clientele, Fidelity has no shortage of famous names showing off its styles. Lindsay Lohan, Jessica Alba, Deborah Messing, and Demi Moore are just a handful of stars who’ve chosen to sheath their bodacious bodies in Fidelity.
In addition to commercial pursuits, Jason Trotzuk has created the Fidelity Indigo Foundation, the company’s nonprofit arm. The foundation raises money and awareness for organizations that affect the company’s consumer base. For example, Fidelity has donated the proceeds from the sale of specifically designated or limited edition jeans and via special events.
Fidelity Denim might seem an odd name for a jeans company, which you might expect to have shallower concerns. But as Jason Trotzuk himself says, Fidelity, both the word and the jeans line, communicates loyalty and devotion, important traits for any company that wants to attract and retain its client base. On this matter, he deserves the last word: ?I hope to inspire that in my customers by making a product that will always have a special place at the front of her closet.? His work is his passion and his art. And the end result is his amazing line of designer jeans.