The Denim King

Chris Jasler, to me, is the best denim designer in Asia. He is Filipino whose jeans business is based in Singapore. He is the denim king.

It all started with his love for jeans. He has been collecting jeans ever since he was a child. His parents were both master cutters. His journey towards a sartorial career was already written in the stars. In the recent Men’s Fashion Week in Singapore, Jail Jeans by Chris Jasler, was one of the featured designers along with Alexander McQueen, Hugo Boss and Canali, among others.

One review said, “As the finale of the four-brand showcase on April 2, Jail Jeans, by Filipino designer, Chris Jasler, started the show with a masked model in denim jacket and tight pants strutting down the runway. When he reached the center of the runway, he stripped off the jacket, revealing his bare top, high-waisted studded belt and tights. While audience was still recovering from the sexy image, very quickly, right before our eyes, the model wore the sleeves of his denim jacket as trousers, and then slowly transformed it into a stylish pair of jeans.”

Chris Jasler, was a fashion model. His jeans cannot be found in the country, but in Singapore. And it was in Singapore where his design was spotted by Men’s Fashion Week where he was asked to join the event that only happens in Paris and London and recently, in Singapore.

“Talagang sila ang humanap sa atin. I have a store display in Singapore at sila ang kumuha sa atin,” said Chris. His designs are upbeat, hip and modern. Initially, he would use handcuffs, which became the trademark for his jeans but when problems with immigration surfaced especially with his foreign clients, Chris stopped using them. “Nilalagay ko ang handcuffs sa likod ng jeans. But we stopped putting handcuffs. We had a foreigner who was held at the airport because of the handcuffs. Thus, I ended up using chapa. ’Yung ibang jeans na pang pormal, plate ang nilalagay ko. Bakal na premium. Then I thought, ang handcuffs connected sa jail, thus the name Jail Jeans.”

A pair of jail jeans would cost P15,000. The most expensive one could get as high as P46,000. But these jeans have premium designs.

Chris started his jeans business small. In fact, even today he only has 15 people in his office. “I started my business on my own. I started in one room. Then I would deliver to clients in Singapore. And all the jeans, jackets, shoes that are part of Jail Jeans designs are made by Filipinos. We are very hands-on. If I produce four designs, I will make six to eight pieces of jeans per design. It is not mass produced.”

There is no doubt that Jail Jeans is of high demand among his foreign clients.

Where does he get his designs? “Wala lang. Imagination ko. Lumalabas na lang siya. Nakikita ko siya sa isip ko. Then I start designing, pag nakakakita ako ng vision, paunti-unti pero hinahabol ko siya,” he explained.

Chris could not believe his luck. “Hindi ko alam na makakarating ako ng ganito. Competition in the design world is very stiff. But I want Jail Jeans to hit the global market. Paunti unti.”

Jail Jeans will dress up a TV host for Star World and several shows are coming up in New York and Los Angeles.

Bravo, Chris and Jail Jeans!