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“As Iron sharpens iron so one man can sharpen another,” Proverbs 27:17; an inspirational
message no matter what you’re religious persuasions may be-no doubt, but it’s also the model
behind a company who has transformed from very meager beginnings to becoming a staple in the
denim industry.
Since its conception three years ago Iron Army has done more then transform. The story goes one
day in the not too far off past Steve Opperman and Steve Dubbledam had just returned home
(Edmonton, Canada) from a long journey in far away lands (Europe). Upon their return, and being
brave young men as they were, they decided that they would not pay a king’s ransom for designer
clothing instead choosing to go the cheaper route of thrift shop treasure hunting. By their own
admission they would only find what would be known in the fashion world as “horrible” but they
would not be content until finery draped their bodies and so they began to embark on a process
that neither would have had any way of knowing would change their lives forever...
Seriously, they didn’t like what they found, but the concept of recreating clothing to create new
wearable art had them hooked. But there was just one problem: neither of them knew how to
sew! “We started patching, hemming, fixing, and altering jeans on our Mom's sewing machines,”
recalls Opperman, “We just mangled one machine after the other until some basic sewing tasks
were learned.” In addition to having to learn how to sew to avoid becoming nudists, the Steves,
also began experimenting with processing techniques like bleaching, dragging jeans behind cars,
sandblasting, painting, grinding, and dying jeans using none other then Rite Aid (the cheap dying
agent available at such places as Wal-Mart).
It took some time, and some really ugly jeans, for them to find what worked and what was just not
right. And, before they knew it they were fashioning jeans for friends, eventually selling their craft
for $50 a pop. And, so, Iron Army started to take shape.
On Dec. 11, 2004, after having worked for six months to make everything by hand (even
chandeliers, really!) Iron Army had their “pre-release party”. The event was a production complete
with bands, seven short films, eleven projection screens, plenty of freshly manufactured and
stylized jeans to go around, and two sleep derived hosts who were forced to make the 200 jeans
by hand in six days due to some manufacturing delays. The event was a success.
February, 2005: the POOL Tradeshow in Las Vegas, Nevada: The Steves have arrived to show off
their contributions to the denim world and the trip pays off. In addition to landing some accounts
the Steves are also met with the question of a lifetime, “why on earth are you running a denim line
in Canada?” Hmmm…
Off to L.A., the Iron Army travels 2300 miles with nothing more then a car full of jeans and hope in
their pockets finally making it to the City of Angels to find they have no where to sleep and a car
without the all important functioning transmission. Sleeping on floors, and schlepping from
manufacturer to buyer, they eventually gain enough momentum to compete with the big boys.
message no matter what you’re religious persuasions may be-no doubt, but it’s also the model
behind a company who has transformed from very meager beginnings to becoming a staple in the
denim industry.
Since its conception three years ago Iron Army has done more then transform. The story goes one
day in the not too far off past Steve Opperman and Steve Dubbledam had just returned home
(Edmonton, Canada) from a long journey in far away lands (Europe). Upon their return, and being
brave young men as they were, they decided that they would not pay a king’s ransom for designer
clothing instead choosing to go the cheaper route of thrift shop treasure hunting. By their own
admission they would only find what would be known in the fashion world as “horrible” but they
would not be content until finery draped their bodies and so they began to embark on a process
that neither would have had any way of knowing would change their lives forever...
Seriously, they didn’t like what they found, but the concept of recreating clothing to create new
wearable art had them hooked. But there was just one problem: neither of them knew how to
sew! “We started patching, hemming, fixing, and altering jeans on our Mom's sewing machines,”
recalls Opperman, “We just mangled one machine after the other until some basic sewing tasks
were learned.” In addition to having to learn how to sew to avoid becoming nudists, the Steves,
also began experimenting with processing techniques like bleaching, dragging jeans behind cars,
sandblasting, painting, grinding, and dying jeans using none other then Rite Aid (the cheap dying
agent available at such places as Wal-Mart).
It took some time, and some really ugly jeans, for them to find what worked and what was just not
right. And, before they knew it they were fashioning jeans for friends, eventually selling their craft
for $50 a pop. And, so, Iron Army started to take shape.
On Dec. 11, 2004, after having worked for six months to make everything by hand (even
chandeliers, really!) Iron Army had their “pre-release party”. The event was a production complete
with bands, seven short films, eleven projection screens, plenty of freshly manufactured and
stylized jeans to go around, and two sleep derived hosts who were forced to make the 200 jeans
by hand in six days due to some manufacturing delays. The event was a success.
February, 2005: the POOL Tradeshow in Las Vegas, Nevada: The Steves have arrived to show off
their contributions to the denim world and the trip pays off. In addition to landing some accounts
the Steves are also met with the question of a lifetime, “why on earth are you running a denim line
in Canada?” Hmmm…
Off to L.A., the Iron Army travels 2300 miles with nothing more then a car full of jeans and hope in
their pockets finally making it to the City of Angels to find they have no where to sleep and a car
without the all important functioning transmission. Sleeping on floors, and schlepping from
manufacturer to buyer, they eventually gain enough momentum to compete with the big boys.
Present Day: The company has expanded to
include four Steves with the addition of Steve
Trayner and Steve Brown (whom they call August
on the account that four Steves is just too
confusing), and colors like pink, teal, grey, and
brown to go with the original RAW dark wash.
Iron Army is getting ready for their fifth season as
one of the most exciting denim companies
today. Their signature jumper, which is a
derivative of the old overalls, has met with great
success from critics and fashion junkies alike
largely due to its lengthening effect of the legs
and torso without sacrificing the shape of ones’
silhouette.
include four Steves with the addition of Steve
Trayner and Steve Brown (whom they call August
on the account that four Steves is just too
confusing), and colors like pink, teal, grey, and
brown to go with the original RAW dark wash.
Iron Army is getting ready for their fifth season as
one of the most exciting denim companies
today. Their signature jumper, which is a
derivative of the old overalls, has met with great
success from critics and fashion junkies alike
largely due to its lengthening effect of the legs
and torso without sacrificing the shape of ones’
silhouette.
With exclusive contract from Barneys NY and projects such as the 777 (more details below) the Iron
Army seems to be winning the good fight. And, while the days of bloody finger sewing machine
mangling mania are far over (hopefully) the Army members have only begun to inspire us with a fresh
take on good O’le denim. Fans everywhere, myself included, are awaiting their fall line set to be
delivered in August.
Army seems to be winning the good fight. And, while the days of bloody finger sewing machine
mangling mania are far over (hopefully) the Army members have only begun to inspire us with a fresh
take on good O’le denim. Fans everywhere, myself included, are awaiting their fall line set to be
delivered in August.
Miasma: What would you say to anyone who's looking to start a
new clothing line but has very few resources?
Steve: Do everything you can, and always go the extra mile. Focus on the
branding, before you have the finance and when the finance finally comes your
actually branding will propel the product fwd in a much faster way than if you
started your branding only when the money came.
new clothing line but has very few resources?
Steve: Do everything you can, and always go the extra mile. Focus on the
branding, before you have the finance and when the finance finally comes your
actually branding will propel the product fwd in a much faster way than if you
started your branding only when the money came.
The Iron Army Crew
(from left to right)
Steve Trayner
Matt Crooke
Steve Dubbeldam
Won-G
Steve Opperman
Kyle Fitzgibbons
(from left to right)
Steve Trayner
Matt Crooke
Steve Dubbeldam
Won-G
Steve Opperman
Kyle Fitzgibbons
The Concept
777 is a lifestyle project which began on November 7th, 2006; put together by Iron Army in order to
see how the grind of everyday life affects their product. They sponsored 7 people to wear the Hiro
Ito Raw jean for 7 months. At the end of the seven months they are to wash their jeans and send
in the results.
see how the grind of everyday life affects their product. They sponsored 7 people to wear the Hiro
Ito Raw jean for 7 months. At the end of the seven months they are to wash their jeans and send
in the results.
The Players:
Brian
Click on the picture to see his story
Click on the picture to see his story
Simon
Click on the picture to see his story
Click on the picture to see his story
Trevor
Click on the picture to see his story
Click on the picture to see his story
Landon
Click on the picture to see his story
Click on the picture to see his story
Tyler
Click on the picture to see his story
Click on the picture to see his story
Chris
Click on the picture to see his story
Click on the picture to see his story
Kurt
Click on the picture to see his story
Click on the picture to see his story
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