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Gustin’s Crowdsourcing Model Rewards the Patience of Slow-Fashion Denimheads
The selvedge scene bulges at the seams with folks (like us) who understand that the best things in life (like that perfect pair of jeans) are worth waiting for. The folks at Gustin have built their business model around this principle, catering to a crowd that appreciates delayed forms of gratification.
Gustin started in 2005 as a boutique denim brand, but transitioned to a direct-to-consumer model in 2013 with their first Kickstarter campaign. Though the brand has gathered steam (and armloads of customers) since then, they have stuck with their crowdsourcing approach for more than a decade now.
How Gustin’s Crowdsourcing Model Works
Each new Gustin release is treated like an opportunity to invest. If the campaign gets enough backers, you’ll receive your piece as soon as it makes its way through the production schedule. Gustin won’t charge your credit card until production begins, and if the campaign doesn’t get enough support, they simply won’t charge you.
This approach encourages an almost unheard-of degree of creativity and risk-taking on the part of the brand, and, while not everything makes it to production, most campaigns are successful. With each successful campaign, customers are getting something they’ve had a hand in producing.
Hate waiting? Gustin has a Featured Stock section on their website, where you’ll find some of their most popular pairs. Only slightly more expensive than backing a campaign, this is the best way to get into a pair of Gustins in a hurry.
Pick of the Litter: Our Favourite Gustin Denims
Regardless of the business model and the price point, what it comes down to at the end of the day are two things: the fits and the selvedge denims.
While Gustin is constantly introducing new denims through its campaigns, some of them have returned over and over again over the years.
They’ve been the backbone of, in some cases, dozens of successful campaigns—as popular with newcomers as they are with returning customers. These are our favourites.
Denim #1: Okayama Standard
Tipping the scales at a modest 14.5 oz., this selvedge milled in Japan has been one of Gustin’s flag bearers since its first campaign. Deep indigo tones give way to a soft indigo tone punctuated with vertical texture.
Its popularity snowballed as well-worn examples began to show just how much fade potential you can expect from this selvedge. Depending how you wash and wear this pair, it will be a great candidate for either vintage or high-contrast fades.
Denim #2: 1968 Cone Mills
Once the pride of North Carolina, Cone Mills, the now-defunct but still-legendary American selvedge mill, produced denim for Levi’s during their most iconic years. When they closed their doors in 2017, Gustin snatched up as many rolls of the stuff as they had space for.
This makes Gustin’s 1968 a true-blue icon of American denim and manufacturing. You’ll be hard pressed to find a better pair at this price point. There’s no better entry point to the selvedge scene for budget-conscious newcomers.
Denim #3: Super Heavy Slub
Most of Gustin’s denims fall into either the lightweight or middleweight category, but they occasionally dip their toe into the deep end of the pool with heavyweights like this one. A fan favourite, this will be the best choice for those who want serious texture.
Beautiful faded examples have turned a lot of heads in the direction of this denim, so campaigns are usually fully backed quite quickly. If you want to get these on your legs, this is not one to sit on.
Denim #4: Natural Indigo
Denims dyed with natural indigo are the backbone of some of the selvedge world’s hottest releases. Compared to synthetic indigo (the industry standard), natural indigo produces more vibrant blue tones and more muted contrasts.
Gustin’s 14 oz. Natural Indigo denim is one of the more expensive denims in their line-up, but it’s still dramatically less expensive than natural indigo pairs from competing brands. If you’re keen to get back to nature and its vivid blues, draw a big circle around this one.
Denim #5: The Zimbabwe
Prized for its long staples, Zimbabwe’s cotton has been a popular choice for some of our favourite selvedge brands. Durable and comfortable, denims made with Zimbabwe cotton are a great choice for those looking for easy break-in periods and beautiful fades.
You pay a bit of a premium for the top-shelf cotton, but, if this is your first experience with Zimbabwe cotton, you’ll quickly see why. Butter soft on the outside, crisp on the outside, this one will be much easier to put on than to take off again. Will rocket to the top of your rotation.
We’ve only just scratched the surface with these five denims. Gustin’s calling card has long been their willingness to experiment—something you’ll see on full display in their active campaigns, which always feature a few wildly experimental wildcards.
Trim Trio: Gustin’s Trademark Fits
While Gustin frequently experiments with colourful and wildly textured denims, they don’t try to rock the boat with their fits.
They’ve got three fits, Straight, Slim, and Skinny, all of which have been tested and approved by the Gustin faithful.
And here’s another upside to the crowdsourcing model; you can have any denim you want in any of the three fits! Sizes range from 29 to 40, including the rare size 35 and the super rare size 37—in fact, we don’t know of any other brand that offers a size 37!
Gustin’s Slim Fit
Our favourite fit of the bunch is Gustin’s Slim Fit. Stylishly adaptable and flattering on most frames, it’s that ideal middle-of-the-road cut that’s in that Goldilocks Zone—neither too much, nor too little.
With a lower rise than the Straight Fit and a gradual taper through the thighs and calves, this will be a great choice for those with trimmer figures.
It will accommodate slightly larger gentlemen, but it will be an out-of-the-park homerun for those with athletic builds.
Will pair nicely with denim westerns, heavy flannels, leather jackets, or Type IIIs. For footwear, the opening isn’t large enough to accommodate wide-shaft slip-ons like engineer boots. Lace-up boots will be a better choice.
Gustin’s Straight Fit
A close runner-up is Gustin’s Straight Fit, which has a lot in common with some of the selvedge scene’s most popular straight-cut jeans. If comfort is key for you, this fit will provide room to spare for most figures.
With a rise slightly higher than you’ll find on the Slim or Skinny Fits, these will be the best choice for those with larger thighs or extremely muscular frames.
The fit narrows slightly as it travels down the thigh, but then falls straight down from the knees to the cuff. A true classic straight cut.
Will pair brilliantly with comfortable above-the-belt classics like chambray or denim work shirts, Type I or Type II denim jackets, or sweatshirts/hoodies. Below the cuff, the pair will pair brilliantly with either slip-on or lace-up boots.
Gustin’s Skinny Fit
For younger faders (or for the young at heart), the Skinny Fit trims almost all of the remaining fat off of the Slim Fit. They’ve found a nice balancing point with this one. It’s definitely slim, but it doesn’t look painted on.
The rise is the same as the Slim Fit, but the taper is more aggressive, following the natural shape of slim or well-toned legs.
The folks at Gustin seem to understand that this is not an ideal pair for big fellas. While the Straight and Slim Fits are available in size 40, the Skinny Fit’s size range ends at 38.
The classic, white tee will be the perfect choice with this cut, with trim-fitting button-ups running a close second. Avoid oversized pieces (particularly outerwear) unless you want to look like a popsicle. Finish it off with a pair of sneakers, penny loafers, or lace-up boots.
Make sure you measure twice!
Gustin does not use vanity sizing, so be sure to read the size charts carefully. You may need to size up.
Their denims are mostly sanforized, so you can expect them to stretch a little more than they shrink. We’d recommend ordering for a snug fit.
How Gustin Makes Patience a Virtue
The made-to-order aspect of Gustin’s campaign approach to making and selling jeans requires a little patience, but this patience is rewarded. The style is timeless, the craftsmanship exceptional, and if you remain patient with the piece when it arrives (and wear it into the ground), you’ll be rewarded again with beautiful fades.
This isn’t the only reward. Gustin’s model helps them avoid overproduction and the waste that comes with it. They sell nearly every piece they produce, and this means that customers don’t have to pay more to help the brand cover the costs of unsold products.
It’s a streamlined operation, with an equally aerodynamic price point. Most Gustin pairs will set you back around half of what you can expect to pay for comparable pairs from comparable Made-in-America brands.
Explore Gustin’s Wild Side
Visit Gustin’s website to back your favourite campaigns or order from the Featured Stock today.
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