LA-based label Genetic Denim has a new owner

Jean-favorite California label Genetic Denim recently brought in a new owner. After previously working under founder Ali Fatourechi, apparel executive Hubert Guez will takeover to help turn the company around.

The luxury denim label has been around as a Los Angeles-based brand for almost ten years. Known for having an impressive reputation in the denim world, Genetic Denim offers denim merchandise in the price range approximating 200 dollars. In the new management under Hubert Guez’s small investment group, the high-end brand will retail for about 50 dollars less. All of the denim pieces will still be manufactured locally in Los Angeles using the same quality of fabric that it was before. “We are going to continue the same fabrication and add some new technical fabrics,” Guez told Apparel News of the new ownership. The new owners also hope to capitalize on domestic production according to the publication. The acquisition price for Genetic Denim was not disclosed.

In previous work, Guez served as chief executive of Ed Hardy for four years. Also, Guez worked exclusively with Christian Audigier at Ed Hardy as well. Besides that, Guez also has worked in the manufacturing business previously with Azteca Production International.

Founded by Ali Fatourechi in 2006, Genetic Denim became associated with soft fabrics and flattering silhouettes. The brand offers a variety of jeans including styles such as boyfriend, cropped, flared, and more. The premium brand is sold at high-end retailers such as Neiman Marcus, Barneys New York, and Bloomingdale’s.