LITHONIA, Ga., Sept. 7 /PRNewswire/ -- Raw Jeans Inc., the first
African-American owned jean manufacturer, introduced the first jeans cut to
fit African-American women.
In the mid 90's brothers Gregory and Dennis Hendricks noticed there
weren't any jeans cut to fit African-American women. "We took a long look at
this problem," says CEO and Designer, Dennis. Dennis sketched a few designs.
They named the jeans Raw.
"We wanted a name that was sexy, easy to remember, and had a street
edge," says Dennis. "We could've slapped our name on a pair of jeans and
focused on marketing, but we wanted to give customers something they could
After a few years of testing, the brothers finally came up with what they
say are the "best fitting jeans on the planet." "We discovered these women
are concerned with both comfort and how good they look in the jeans," said
Their father, George, COO and President, financed the samples. They
started selling to friends and family -- leading to other women wanting the
jeans. The jeans and related apparel (shorts, jackets, and tops) retail from
$15 to $65 and are available in sizes four to 26.
Several stores refused to add the line stating they have plenty of
"urban designers." Dennis, who classifies himself as a designer, isn't giving
"Although more than $25 billion is spent on fashions by African-Americans,
some stores don't understand the buying power of African-American
women," stated Gregory.
According to Cotton Incorporated Lifestyle Monitor, African-American women
shop more often, are the first to try new styles, and spend more money than
any other ethnic group. "They perceive this market is not profitable, and
therefore, not worth their investment," stated George. "Stores that recognize
the potential of this market will be the ones Black women will make their
For more information, contact Dennis Hendricks, 888-729-4333, or e-mail:
This release was issued through DigitalWork.com -- Your Business Workshop.
For more information, visit: http://www.digitalwork.com .
SOURCE Raw Jeans Inc.