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Jeans Couture Combines East With West

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

From the city of Dubai, the new fashion label Jeans Couture unites aesthetics from Asia, Europe and America, thanks to a little help from denim.

“Europeans and Americans like jeans more than Arabs. Because there they like to wear something different,” said Suzan Farhoud, Jeans Couture founder and creative director. After showing her second collection during Arab Fashion week for Spring ’17 with her creative partner and daughter Leen Al-Shieshakly, Farhoud is challenging her fellow Arabians to rethink denim.

Read more on Rivet.

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