Fans of designer denim have a new local shopping destination to explore, thanks to Andre Williams, former NFL running back and Parkland graduate.
Williams, along with family members, representatives from the Southern Lehigh Chamber of Commerce and others, cut the ribbon for his new selvedge denim store at the Saucon Valley Promenade Shops in Center Valley on Thursday.
The concept for All Weather Selvedge Denim Co. (AW) was first developed by Williams in 2016, after he said he struggled to find jeans to suit his athletic physique.
Popular in Japan, selvedge denim is a “higher-quality, harder-to-produce type of denim that is typically sold and worn unwashed,” according to DenimHunters.com.
Williams said he initially wondered why selvedge jeans with an athletic fit weren’t available, but found there was a niche market for them and started building his brand.
“My signature is the athletic fit, but the shade of fabric you get from selvedge denim is something, as I’ve learned – it was originally a US patent, that … after it became so popular – you don’t get that quality anymore; you don’t get the shade of color and weight and all the great things that come with the fabric, ”Williams explained.
“What I want to do, especially my second season, is bring that quality and that fabric back to the United States,” he added.
All Weather Selvedge Denim is located in Suite 108 of the Saucon Valley Promenade Shops, adjacent to Evolve Lifestyle Salon & Spa and across from Red Robin.
For more information, follow the company on Instagram and Facebook.
On Wednesday, the seeds for a future groundbreaking ceremony were sown near the Promenade shops, when the ground was laid for a new rehabilitation hospital on Center Valley Parkway.