Denim has always been a fascination to the fashion world! It is often regarded as timeless, with numerous styles and fabrics popping up in this category. More than fashion, denim is widely known for it’s wearability and comfort. Taking it up a notch, Aparna Avasarala is making denim personalized to everyone with Denimrush!
Denimrush, a New York based company is a pro at translating the client’s vision when it comes to fashion, whether it is a rugged old jeans or a worn denim jacket, they consider your vision and taste to create a piece of art that is wearable! Each piece designed by denimrush is a tangible story that has remained unheard and unseen for very long. Aparna aims to create a community where such more tangible stories can be created as women connect with each other and exchange information about each others craft.
Aparna currently live in East Village, Manhattan, but is originally from Cincinnati, Ohio. To pursue Interior Design course at the New York School she moved to NYC six years ago. As the Indian community in Ohio was a bit too conventional, she moved to NYC, where she was free from judgement of any kind. Art was something which was at the back of Aparna’s mind from her childhood. A sunset, a landscape or an interesting shape, any of them was enough to fuel her inspiration.
A hand painted jacket, or a DIY distressed denim is always special for us. An embellished denim jacket turns heads with it’s authenticity. This is what exactly Aparna felt before she started denimrush.
“I find that people nowadays want to feel special. They want to feel like what they are wearing is not something that’s duplicated. A jacket is their conversation starter piece. They want the story behind it” says Aparna.
An year before, Aparna took her brush and let it slide free on her Wrangler jacket. She was satisfied with the end result and thought that denim should be personal for every person. A retail design consultant by profession, Avasarala loves to express her personality using fashion as a tool.
“How you carry yourself as interior designer or architect is very important, I didn’t want to wear a basic jacket, so I thought about what I could do to it. I’ve always painted—it’s my creative outlet—but I had never painted on denim before,” she recollects.
After the jacket turned out to be a success, she began painting jackets for friends. Later the hobby propelled into a full blown business when more and more people asked Aparna to create a piece for them. Denimrush offers vintage jackets for men and women, where each jacket is unique and no other person in the world has a similar piece. The jackets have a prominent and imposing artwork on the backside. Recently, Aparna also introduced a collection of logo denim hats. Currently, jackets retail for $190 to $300 whereas hats retail for $40.
.”We launch collections and they’re all unique and one of a kind. Each jacket is different than the other. I do custom designs for events, only because it’s harder to manage custom designs for a plethora of people. When we release our collections, you can rest assured that you’re the only one in the world that has that particular jacket you purchased from Denimrush. For each of the collections we release, there are different styles and within those styles, each jacket is different” says Aparna.
Head over to www.denimrush.com right away to shop some mind boggling denim blended with art!
