Why would Silver Jeans choose Park Meadows Mall to open its first-ever concept store in the United States?
A better question might be, why not?
Michael Silver (pictured here in the mall's brand-spankin'-new Silver store) gave several good reasons: Denver has customer recognition of the Silver brand -- people know it and wear it here already, whereas in New York or L.A., they might give you a blank stare if you mentioned Silver. (They're obviously so behind the times.)
Park Meadows is also near a major city, which makes it easier for Silver (based in Winnipeg, Canada) to commute here. The Silver sales here are good; we as a state have a great body type to dress (why, thank you!) and, "people-wise, we have similar values," Michael Silver notes.
The store itself is "modern organic," funky yet calming, with the Rolling Stones blasting over the stereo and an Inu Yasha anime DVD on the high-def TVs. But there are also plants, running water, stones and grass embedded into the frosted glass doors of the dressing rooms. And denim, denim everywhere. The walls are lined with it, the racks are full of it, the tables stagger under the weight of denim, from almost-white pale washes to deep, dark indigo.
And denim in every style imaginable, too.
"We're so denim nuts and fit nuts," enthuses Michael Silver. "Every jean has a story and a reason to be." Two years ago, he notes, you couldn't sell skinny jeans in the Midwest to save your life; now, skinny jeans are flying off the shelf, while people in New York and L.A. are requesting more of a trouser fit. Buying jeans, Silver says, should be like buying a car -- ideally, the person you buy your car from knows everything there is to know about that car and why it would be a smart purchase for you to make. He's hand-picked the salespeople in the Silver Jeans store and trained them to be what he calls "denimologists."
So if you're one of those people who can never find a pair of jeans that fits -- or if, as soon as you find a pair you like, the department store you're frequenting quits carrying that style -- then you'll find the Silver store perfectly suited to your needs.
Jeans isn't all Silver does -- although, obviously, it's the focus of the company; Michael Silver even calls himself a "jeanist." Silver even manufactures Victoria Beckham's denim line (dVb; you probably won't see the brand in Silver stores, though) as well as Sheryl Crow's (Bootheel Trading Co. by Sheryl Crow -- and there's a possibility that brand could come to Park Meadows via the Silver store). But you'll also find cute, funky jewelry, belts and T-shirts at the Silver store, with a rock aesthetic. I fell in love with a pale pink shirt emblazoned with a peacock and roses across it almost as soon as I walked in the door.
Silver also has a premium line of jeans, 1921 (named for the year the company started). Those are priced around $170, but you can get the premium look without the price with the standard Silver brand, which start around $80. For more information (and to get a peek at some of the styles), visit the brand website; you can reach the Park Meadows store at 303-792-2533. -- Amber Taufen
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