We all have a unique genetic code that differentiates us from everyone else. That's the driving concept behind Genetic Denim, a cutting-edge, eco-sensitive denim brand that's on our radar screen. The masterminds of this label recognize our individuality and create denim styles that don’t force us all into the same mold. I had the chance to sit down with Ali Fatourechi, Creative Director of Genetic Denim recently.

EcoSalon: How did you choose denim as your fabric of choice?

Ali Fatourechi: I’ve always been a denim guy. Growing up, I would scour the country looking for vintage Levi’s.  I think denim is the only article of clothing that transcends seasons and borders. It is a timeless article of clothing.

EcoSalon: When you launched Universal Denim, your mobile retail business, what was your vision for the brand?

Ali Fatourechi: I wanted to create a brand that had longevity. My purpose was to make jeans that would become staples in everyone’s closets while catering to many body types.

EcoSalon: How did Universal Denim morph into Genetic Denim, and did your vision change as the brand evolved?

Ali Fatourechi: After selling to college students across America, I realized what was missing in the marketplace and what people looked for in a pair of jeans. I sold to over 20,000 people and had a chance to hear them talk about their likes and dislikes of competitive denim brands.  The Universal Denim “research project” evolved into Genetic Denim, but I’ve stayed consistent with my vision all the way through. I have real conviction in what I do.

EcoSalon: How is Genetic Denim a global brand?

Ali Fatourechi: We have been approached by several distributors around the world and have successfully launched the Genetic Denim brand in Japan, Canada, and Australia. We will soon be expanding to Italy, Russia, Germany and Sweden as well. Currently, our materials come from Japan, Italy and Turkey.

EcoSalon: Where is your denim sourced and what is the production process?

Ali Fatourechi: Our materials come from Japan, Italy and Turkey, but all production takes place in Los Angeles. Making denim is an extremely unglamorous process, but the results are amazing.  As creative director of a denim brand, fit is the most important aspect, but washing comes in as a close second - it’s what makes a jean look natural and worn. We spend days in wash houses to achieve a sleek or vintage distressed look. 

EcoSalon: How are your designs sustainable and eco-friendly?

Ali Fatourechi: My designs are sustainable because they’re timeless. Jeans have become a staple in everyone’s closet, and we’ve created classic styles such as boot cut, straight leg and cigarette that will last through the seasons and the latest trends. Our new eco jeans (straight, bell bottom and twisted seam) are made from 100% organic cotton and the production process uses no chemicals. In addition, we hand-sand the jeans for whiskering and fading details, and then we just rinse the jeans in water.

EcoSalon: Genetic Denim is about presenting consumers with the best possible fit for their body type, but your jeans are not custom made. How did you conduct research to find the best fits that would cater to most body types?

Ali Fatourechi: I spent a year in a U-Haul traveling from New York to Texas and interviewing over 20,000 people on the perfect-fitting jeans. During this project, I saw all different body shapes and sizes. From there, I had a pretty good gauge on women’s silhouettes and came to Los Angeles to design two distinct fits that would cater to most shapes and sizes.  The result - my Dominant Gene and Recessive Gene.

EcoSalon: Your lineup now includes the Dominant Gene, Recessive Gene, Mutated Gene, and Genetic Denim Legging.  Describe the fits of these core products and what body types are best for each.

Ali Fatourechi: The Dominant Gene is a relaxed style.  The waistband is not contoured, which means that it rests on women’s hips as opposed to hugging them. The Dominant Gene works best on curvier girls. The Recessive Gene, on the other hand, is a tighter fitting, sexier style. This fit has a contoured waistband that hugs at the high hip and molds to a silhouette from the waistband down. The Mutated Gene is any jean that we take and cut up into a fashion-forward style. And the legging needs no explanation - tight, tight, tight and looks best on the "supermodel" - tall and thin.

EcoSalon: You have a great celebrity clientele.  Who are your favorite celebrity fans and what styles do they wear?

Ali Fatourechi: Sienna Miller wears the Recessive cigarette, Jennifer Garner wears the Dominant straight leg, and Ali Larter wears the Recessive boot cut.

To learn more about Genetic Denim, including pricing and ordering information, visit the official site.