From the outset SLVRLAKE set its sights on a steadfast idea: work with only the very best in their field. This strategy has proven a recipe for success for husband-wife team Gary and Louise Edgley, whose careers both began in retail and ended up as founders. With a clear pursuit to create premium denim that’s built to stand the test of time, SLVRLAKE are in the firm belief that every pair of jeans tells a unique story – from their tears and marks to the way they form to your body over time. Founded in 2018, SLVRLAKE has consistently been challenging the status quo and created a trailblazing denim label for the modern woman.
Read our chat where we discuss their pursuit to work with the very best materials, how Los Angeles is stitched into the brand and learn about their journey from shop floor to business owners.
Welcome, Gary and Louise, a pleasure to be talking to you both. How are things going in the SLVRLAKE universe?
L: Awesome! We are so excited to have the collection launch at Incu.
G: As a fellow Australian I'm particularly excited to have the collection available on my home turf.
What led you both to a career in fashion and how have your previous roles in the industry shaped the creatives you are today?
L: I began my career in retail and went on to sales and then brand marketing.
G: I started my career on the shop floor and went on to sales and then as buying manager at a major department store. This experience really allowed us to gain a great understanding of both the luxury market and product and essentially see an opportunity to do something different. We wanted to create something that was built to stand the test of time with a focus on quality and craftsmanship.
It has been an ongoing pursuit within my career to work with only the very best within their field. Finding a balance of heritage artisans and innovative technologies and sustainable practices. It has been a journey of looking forward to new innovations while also staying authentic.
Where do you both source inspiration from?
L: I've always been inspired by the 90's, a period which is nostalgic to me. There was a sense of ‘natural ease’ to dressing during this period which is timeless.
You like to challenge the status quo with SLVRLAKE – how do you achieve this?
L: We look to achieve balance in our designs. In silhouettes that might have traditionally have been considered more masculine we fit and flatter the female form by skimming the body through the waist and hip. You will also notice small details such as we avoid button flys as this adds bulk to the body of the jean.
How do you go about your pursuit to use only the highest quality materials? What’s this process like?
G: It has been an ongoing pursuit within my career to work with only the very best within their field. Finding a balance of heritage artisans and innovative technologies and sustainable practices. It has been a journey of looking forward to new innovations while also staying authentic.
How does the city of Los Angeles inspire the label?
G: Los Angeles is well known for being the home of premium denim with a generations of artisans within the field. We also find inspiration from the rich California landscape and often reference the desert shades in our washes.
All-time favourite pair of jeans?
L: It is impossible to select just one but our London jean was the very 1st style we launched with which led to the return of the straight leg jean trend. I personally adore the London in Salton Sea which was one of the very 1st washes we developed and has remained core to the collection. Beatnik is another fave which is our not too skinny, ‘skinny’ jean which I can't live without.
What does the future hold for SLVRLAKE?
L+G: So much! We have lots of exciting projects in the works which we can't wait to share… Watch this space ;)
Discover the SLVRLAKE collection here
