The beginning of a New America
Last week started our campaign to launch Marc Nelson Denim, denim for the New America. Monday began with the shooting of our Fall 2013 line. On location in the the heart of East Tennessee we pioneered into the mountains A rustic barn oozing with 19th century Appalachican charm served as the backdrop to capture our Brawny Man, mechanic type models doing what “real Southern men” do. Make fire, drink moonshine, and look great in Marc Nelson denim!
Marcus Hall, the founder and designer of Marc Nelson Denim, chose the location and models based on the criteria of a real people, real places feel. ”We want men to feel confident in our denim. To give them that comfortable, familiar feeling you get when you are wearing a favorite pair of jeans. We offer a quality product; made in the USA; that will be useful in everyday life.”
The iconic Levi Strauss Co. first inspired our founder to produce quality denim in a way that is attainable and affordable for the American public. Based on these same principles; we are a “Made in America” company conceived and designed in Knoxville, TN, the birthplace of Marcus Hall. It was here he grew up watching family members work at a local downtown Levi’s factory. His brother and uncles would come home with stories about the new styles and washes of the jeans being made, showing great pride in not only the fact they were able sustain a family with their wages, but also with the knowledge they were part of the production of a quality product.
Many years of this vibrancy and growth continued in this part of downtown alive with workers, shops, and residents until the late 1990′s. After the closing of the factory, that area of Knoxville became a dead zone. A shell of it’s former glory days. A man could no longer make a decent wage and neighborhoods, that felt more like extended families, began to crumble. Shops and restaurants closed and the community fell into disrepair. To this day it remains one of the bleaker parts of town. We at Marc Nelson Denim are hoping to change that by bringing production of our jeans back to Knoxville so families and workers can have that same pride and sense of security that Marcus saw in his community so many years ago.
Monday’s shoot exemplified this very attitude. The talent and crew far surpassed every expectation protraying our company in a new and energetic light, full of style and forward thinking. Much like the new America itself, the day proved that with hard work and the drive to achieve you can create some amazing results. Whether it’s at a photoshoot, or in life.