Denim Refinery Transforms Jeans from Drab to Dreamy

By Jane Sung
October 26, 2011

Denim Refinery

Denim Refinery offers denim customization services.

Though it was invented as workwear for miners, these days, denim has moved into the sphere of style, though it still functions as an everyday uniform. Most of us have more jeans in our closets than we care to admit, though, let's face it—day after day, we tend to return to the same trusted pair. The problem arises when that perfect pair no longer looks so fresh and stylish, yet it's come to fit so well we don't want to let it go.

Enter Denim Refinery, an online customization service that invites customers to send in their denim to be revamped without tampering with the shape. Clothing customization can sometimes have a kitschy connotation, but these refinements, updated seasonally, range from subtle treatments like distressing and wax to fashion-forward designs like snakeskin laser print and metallic foiling.

Owner Janet Sung, who launched her company just this past spring, posts eye-catching content in the accompanying blog and also curates an e-commerce store called shopDR, which offers vintage denim treasures that she’s discovered and touched up with a refinement or two.

Janet happens to be my sister, so I was able to pick her brain on what to do with those jeans collecting dust in the back of my closet.

The Inside Source: How did you come up with the idea of Denim Refinery?

Janet Sung: Prior to Denim Refinery, I worked in sales at a couple different L.A. showrooms. I developed an interest in the specific design, body, and fabric of garments. About two years ago, I began brainstorming the idea of Denim Refinery, a service where either on their own or with a little bit of guidance, customers can order from a set of offered refinements to redesign their own denim. Everyone owns at least five pairs of jeans that may fit well but simply look outdated. Denim Refinery allows people to practice being resourceful while still staying on trend.

Denim Refinery

The Inside Source: It must be nice to work for yourself! What is the best part about your work?

Janet Sung: It’s always gratifying to receive a customer’s response to the transformation of their jeans. Where else can you see something you’ve owned for years resurrect itself into something drastically different? Being in the factory is an inspiration in itself. I’m a very visual person, so watching a garment react to its refinement firsthand never fails to astonish me. Also, my average workday varies so much. I’m doing everything from marketing to managing the Twitter and Facebook accounts to shooting the product and writing the copy for it. I wear many different hats, which is fun for me. Seeing it all come together in the end is incredibly satisfying.

The Inside Source: In what direction are you hoping to take the company?

Janet Sung: My aim with Denim Refinery is to see people have a little more fun with their denim. There are so many different ways to rock the fabric, which is why I think the runways and street style fashion have embraced it even more in the recent years. I’m not looking to simply dictate trends, but to suggest options that are available with the manipulation of denim. There’s been a huge response from international customers, which has been very exciting for me, so I'm letting that naturally play through.

We’ve actually just finished shooting a video for the homepage. It’s a simple film that’ll help people wrap their heads around what we do.

The Inside Source: What are your favorite refinements and shopDR items for fall?

Janet Sung: I'm obsessed with Graffiti. I honestly can't get enough. We've done custom colors in this refinement for several customers, and each one has been equally stunning. Paint is ideal for those jeans that are thinner or have a lot of spandex and can only withstand a topical treatment. It’s like a modern take on the acid wash. There’s also Wax, which is always great because a lot of people have jeans whose wash they can’t stand to look at anymore. A black sheen is a classic finish year-round.

My favorite fall shopDR items are the Snake Back Denim Jacket and the Leopard Print Denim Jacket. This refinement is by far our most meticulous. A result of a 12-step process, this piece is Denim Refinery’s pride and joy. With its vintage element and completely customized flavor, you really can’t find this anywhere else.

Denim Refinery

left: snakeskin back denim jacket; right: leopard print denim jacket

The Inside Source: Can you give us a sneak peek at what’s in store for spring?

Janet Sung: I've been fascinated by the wide array of batik designs, so I've been playing around with translating that onto denim.

The Inside Source: What is the craziest customization that someone has requested?

Janet Sung: The craziest custom request we’ve had so far was for a member of a band. She’s the lead and wanted her jean jacket foiled with a snakeskin print. It came out beautifully, with irregular pops of denim peeking through the bronze print.

The Inside Source: What are some fall trends that you’re seeing?

Janet Sung: A lot of snakeskin—on button-downs, boots, belts, purses... It's everywhere. Galaxy-inspired prints, which dominated spring, seem to be staying here through fall. Vibrant and neon colors have carried over from last season as well. There’s been a lot of creativity with the whole Canadian tuxedo ensemble [wearing a denim jacket with a pair of jeans]—mixing up light, medium, and dark washes together. I’ve also been seeing people experiment more with acid washes and irregular marble-treated jeans, which is awesome.

Denim Refinery

left: galaxy refinement; right: graffiti refinement

Denim Refinery

left: waxed Levi's, right; painted vintage aesthetic refinement

The Inside Source: What inspires you?

Janet Sung: Random things catch my attention every day. The inspiration for this fall’s refinement lineup is based on organic, urban elements: graffiti, gravel, etc. My travels also tend to serve as a catalyst. Two cities I love are Zihuatanejo, Mexico and Recife, Brazil. Although I consider myself a city girl, I’m often stimulated by nature. Lately, I’ve been itching to go to more rural areas in states like Montana and Alabama. I think the simplicity of the lifestyle there is refreshing.

The Inside Source: What are you always reaching for in your closet?

Janet Sung: I'm almost always in a button-down shirt and distressed boyfriend jeans.

The Inside Source: Favorite designers?

Janet Sung: Calvin Klein, Acne, and Stella McCartney

The Inside Source: You're based in downtown Los Angeles. What are your local haunts?

Janet Sung: Downtown is one of the only areas in L.A. where the original structure is still visible, so I love the architecture. Unlike the rest of the city, there’s a sense of community here, and a lot of people walk or bike to get by. My favorite eateries are Church & State for delicious French food and Cole’s for a French dip sandwich and the best potato/bacon salad ever. FLEA is a consignment store with the best gems—I bring all my friends there.

The Inside Source: Do you collect anything?

Janet Sung: I used to collect seashells, ordinary stones, and erasers in egg cartons when I was in elementary school. After saving them for a good seven years, my mom and I saw it fit to get rid of them.

The Inside Source: Do you ever use eBay for inspiration?

Janet Sung: Definitely. Finding authentic vintage pieces like a Levi’s jacket that was made in the 70’s is crazy. I love how a design is so telling of its era.

The Inside Source: What do you like to shop for on eBay?

Janet Sung: eBay can be so overwhelming—it's a determined consumer's heaven. If an item was created at some point in this world's history, it'll be there. I can’t always compete with the bidders, but I do constantly peruse the site to fawn over high-end vintage from the minimal to more elaborate masters like YSL, Escada, Gucci, Chanel, Alaia and Bill Blass. I’ve also been searching for a djembe drum. Its sound is insanely powerful. I'm also trying to find a great deal on a Schwinn "Cruiser" bike for life downtown.