Fashion By Laura Medina, West Hollywood, California (November 15, 2007) - Exclusive Interview with Rich & Skinny’s Joie Rucker from the Fires of Malibu. 
Joie Rucker, formerly of Joie Jeans and now of Rich and Skinny Jeans |
Denim wear designer, Joie Rucker is usually surfing the waves of Malibu. But in this exclusive interview, Joie Rucker, formerly of Joie Jeans and now of Rich and Skinny Jeans, patiently, candidly, and courageously gave WeHoNews her tales in the fashion industry, while in the midst of the roaring Malibu fires.
She may be a Malibu surfer girl but she actually came from a very entrepreneurial family in a quaint, little town up in Northern California, San Amselmo in Marin County.
Her family owned a gourmet coffee shop, Café Nuvo way before there was a Starbucks. But her mother’s dress shop, Swan, made the biggest influence on Joie.
Catering to the upscale, Bohemian fashion of “Hippie-Chic,” Joie was exposed to all the fashion-forward European designers coming and going to her hometown. The local business owners gave her the confidence that she can start and grow her own business on her own terms.
With Marin County’s laid-back but fashionable vibe, Joie knew you can still be chic without sacrificing comfort- or your values. These pretty much laid the brickwork of her aesthetics-casual luxury. This made her the perfect candidate for the premium denim market.
Lindsey Lohan wearing Rich and Skinny Jeans on a West Hollywood street. |
Before there was Rich and Skinny Jeans, there was Joie Jeans. Before even starting her own namesake brand, Joie followed the twisted trail from Marin Academy to University of California at Santa Barbara then Fashion Institute of Design and Merchandising.
The real trials and tribulations didn’t start until she landed her first job as a design assistant at Levi Strauss & Co. in San Francisco. She worked her way up to Senior Designer then skipped over to Guess Jeans here in Los Angeles, as their VP of Design.
Her experience and steady track record of dedication and determination gave her enough credentials to start her own jeans wear line, Joie Jeans. Her nifty innovation in the drawstring cargo pants was her pride and joy.
Until her business partner sold her shares of Joie to Serge Azria. Then, her baby turned into utter heartbreak.
Joie had to leave her namesake behind. Through fits and starts, there were two forays back into the denim business with Pukka and Archindigo. Both suffered from bad timing and bad partnership.
Joie Rucker and Michael Glasser. |
Joie had to take a breather to reassess until she met Michael Glasser. A past veteran of 7 of All Mankind and Citizens of Humanity denims, he was searching for someone to fill in a niche in the denim market then he remembered Joie.
He called her up, pleasantly surprised, out of the blue. She remembers him from numerous trade shows and knew he was well-respected in the jeans market. On hunch, they met, hit it off, and hit the ground running. Within four months, Rich and Skinny Jeans is born.
Don’t let the moniker of “Rich and Skinny Jeans,” scare you off. There’s something for every shape, fit, and body. With fifteen different fits and cuts, anyone can find a jean to fit their body and lifestyle.
Only the real deal of the human body is good enough to test the stretch, feel, and drape of a pair of jeans. “Since fit is the most crucial aspect of a jean, fitting a moving body is essential.” –Joie Rucker.
In fact, their best-selling model is the high-rise, wide leg “Lanky.” The rest of their best sellers are the funky hip, low-rise bellbottom, “Bellissima;” the basic low-cut skinny, “Sleek;” and the more classic, high-waisted, straight leg, “High.”
There are plenty of cuts, finishes, and fits in-between the fifteen jeans line up that anyone can find.
Eventually, Joie and Michael are taking a wait and see approach to developing a menswear line but they’re happy where they are now and finally enjoying the fruits of their labor.
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