By Apple Mandy (That's Shanghai)
Updated: 2007-09-17 09:56

No, it's not another questionable moniker for a new drinking establishment-The Jeans Bar actually sells jeans. Indeed, this new fashion concept store located in Sogo stocks 12 of the hottest contemporary denim brands from America and Australia: Seven, Frankie B., Blue Cult, True Religion, J & Company, 575 Denim, Hudson, Antik, Serfortaine, Yanuk, Sass & Bide and Joe’s.

All of which offer a variety of fabrics, cutting, washes and themes, to ensure you find the ultimate pair. Bestseller Frankie B., with its signature butterfly logo stitched on the back pocket, creates a line of sexy, low-rise jeans for a very feminine look. Meanwhile, Seven's 'V' logo and funky cuts have attracted Hollywood elites such as Cameron Diaz, Jennifer Garner and Ben Affleck. Which is no surprise considering the cost, a cool RMB 4,980 per pair. For those less svelte and less well-heeled, Blue Cult's intricate stitching and craftsmanship are highly flattering for heavier body types. In contrast, Australian label Sass & Bide features flirtatious skinny jeans, often seen painted on the pins of supermodel Kate Moss and Lindsay Lohan.

"Jeans make a woman feel sexy, strong, feminine and casual," says Frankie B.'s designer, Daniella Clarke. As such, a good pair of jeans is considered a closet staple, from down on the farm to the red carpet.

So, you might ask, why not splurge a little? After all, is an average of RMB 1,200 really so much? Jason Chin, China Sales Director of The Jeans Bar, doesn't think so."Shanghai is one of fastest growing cities in the world, and with a large, fashion-driven population, we think contemporary denim definitely deserves its place in the market."

The Jeans Bar
Location: 4/F, Sogo Department Store, 1618 Nanjing Xi Lu