A number of denim companies have adopted the word "seven" as the brand name of their product, and with so many premium denim lines on the market, it can become confusing to determine which brand is which. Luckily, each of the brands has a few distinguishing characteristics that help the consumer make sense of things.
A brand that started in the 1960s in Europe, Seven7 jeans first appeared in the United State in the late 1990s. Seven7 Jeans have both the spelled-out word "seven" followed by the number seven in the brand name. The back pocket designs can vary, but the most recognizable design looks like a loop in the shape of the letter "S." The jeans have a tab stitched on the back right pocket and a leather patch on the back of the waist that reads "Seven7." The logo is embossed on the back of the waistband. Seven7 jeans are sold at a number of retailers, including Express, Lane Bryant and Kohls. The jeans sold at Express can have a black tag inside the waist that reads "EXPRESS Seven" in white letters. Seven7 Blue Label jeans are one of the brand's styles and have a blue colored label inside the waist and a blue fabric tab on the top of the right back pocket.
7 for All Mankind
7 For All Mankind is a premium denim brand established in 2000. The brand only uses the number 7 in its branding, never spelling it out. The brand's Web site has information on both counterfeit denim--there are lots of knockoff 7 for All Mankind jeans on the market--as well as information on how its jeans are branded. The jeans have three labels on the inside of the front of the waistband, on the left side: a maroon size tab, a tan label with the logo and the style number and a third security label. The brand name is silk-screened on the back inside of the waist. Pocket branding became a trend in denim and 7 for All Mankind was at the forefront of this trend: its two most recognizable pocket designs include the "A" pocket, which has rows of thread stitched in the shape of the letter and the traditional swirl, which has two colors of thread stitched in an abstract swirl design. Designs vary widely from there, and can come in different thread colors and be embellished with crystals.
Counterfits and Lawsuits
Seven7 and 7 for All Mankind have been in and out of the court fighting over trademarks and brand names because the denim names are so similar. On its Web site, 7 for All Mankind tackles the counterfeit problem--sites like eBay and street vendors sell knockoffs of the jeans for much lower price points. Generally, 7 for All Mankind jeans retail for around $150 a pair, and Seven7 retail for about $80. Before buying designer jeans online, it is important to make sure the seller or store is reliable and to make sure the authenticity of the denim can be verified.