LA Style Defined By Ron Herman
On the Ron Herman brand being able to endure the times…
Ron Herman: Trust, loyalty, integrity. I found people who had a passion for denim and the most interesting thing of all was that they really believed what they were making was more or less American jeans. That was their plan, but because they were French or English or Italian, the interpretation of the jean came with a slight twist, and I found that to be very interesting, especially considering prices were not so expensive, and it was not exorbitant. The Ron Herman brand, where it began and where it still is today, is about the relationships between the people who have a similar, parallel passion for this particular part of our industry.
On his connection to Southern California style…
RH: I think it has to do with a certain way that we relate to each other as people. It’s the way in which we live here. For example, in L.A., we have so many outdoor activities because of the weather. We have mountains, beaches, deserts, agriculture, wine country — it seems appropriate that jeans are a way that guys and girls can relate. Not necessarily riding horses or mining gold or farming, but we are doing all these things outdoors, and jeans are really good for this.
On his Los Angeles expansion strategy…
RH: I started to realize that people in L.A. live in cars. We actually drive a lot. To be connected to a community and take care of the people that live in that community, I wanted to open in that community.
The trend he’s happiest he said “no” to?
RH: Acid wash jeans. They are aesthetically unpleasing.
Ron Herman is in the process of expanding globally with a shop in Japan, but forever the retailer will remain a Southern California treasure.