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All Denim, All the Time

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Sergei Zolotariov, designer-owner of First Standard Co.
I was born in the Soviet Union, and denim was forbidden fruit. When I came to the States, I started collecting. I started my own line of jeans, jackets, shirts in 2007. It’s about taking denim to a higher level, making products unique by changing and customizing the details. I like to roll my cuffs high and mix up the periods.


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