A Dialogue on Denim With Tremaine Emory

On December 12, Denim Tears released its first full in-house denim line following years of leaning on Levi’s as its main manufacturing partner. The first release represents a full-circle moment for the brand, which has built its universe around denim as a cultural artifact since its establishment.Founded by Tremaine Emory in 2019, the label had only dabbled in limited drops of in-house denim until now. A beloved pair of Levi’s is how the name “Denim Tears” came to Emory, and he’s still holding onto the pair of LVC (Levi’s Vintage Clothing) jeans he bought in 2010 — a piece he wore “until they were ripped to shreds.” “Needless to say, Levi’s is great, and we look forward to working with them in the future,” Emory shared with me on a call the day before launching.“People are often obsessed with Creative Directors, but we are nothing without the people we work with.”Cut, sewn, and washed in the USA, the brand debuted  “Denim Tears Denim,” with a stripped-back, monochromatic campaign shot