If you read our post about the fall campaign, you probably noticed the addition of a new fit this season: Frisco. Though contrary to what you might think, this fit is far from being new. In fact, it’s been around since the start of Silver Jeans Co. and is a staple of our brand’s history and heritage.

When Silver Jeans Co. began in 1991, we set out with one goal: to make the very best jean we could, a jean that fit everyone. With that objective in mind, Frisco was born, and was the jean that really put us on the map.

Frisco actually started out as a unisex jean. What set it apart from the competition was an innovative contoured waistband, a design element that made it especially flattering for women. This feature started us on the path to creating the perfect fit for women of all shapes and sizes. Frisco went on to sell over 2 million pairs, so it’s probably safe to call it an icon.


Our original Frisco pattern designed in 1991


So, with everything from the ’90s returning in full force, we thought what better way to celebrate the trend than bringing back Frisco. But this time around, we did things a little differently.

Today’s Frisco is a reinvention of our ’90s classic. It’s got all the qualities you love in a good vintage jean, but with modern updates. The retro indigo wash has the perfect amount of worn-in details. The denim looks like that traditional rigid denim you love, but has just a bit of stretch (a.k.a. they’re actually comfortable). And the fit feels better than any authentic pair you could ever find—fitted around the waist with a perfectly slouchy thigh and a super high rise that lifts your butt for a cheeky look.

Long story short: if you’re looking for the perfect vintage jean this fall, skip the thrift stores and flea markets and try Frisco. It’s not just as good as the real thing, it’s better.


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