Japants are cargo-styled pants that are all the rage in Tokyo. Lindland thought they would also be popular in the United States with a little tweaking to the fit.
"Many people are fascinated with Japanese culture and design. But if you want to buy Tokyo fashions, will they fit? said Lindland. "So we thought it would be cool to offer Japanese pants [styles] with Japanese fabrics that are made in the United States with an American fit."
Typically, retailers have their fashions manufactured in other countries. But Lindland decided to do the reverse. In January 2011, he invited Japanese designer Tomo Saito to the United States to create a new line of pants.
He also imported the Herringbone Twills fabric used in Japants from Japan's Takihyo textiles. The pants are made in San Francisco factories.
"Japants have become one of our top-selling pants," said Lindland, adding that the company has sold 1,200 pairs.
Online fashion startup Betabrand subverts the rules of retail by getting design ideas from social media.
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