Made in the South: Shockoe Denim

November 20, 2013 | By | Comments (1)
Photo by Laurey W. Glenn

Photo by Laurey W. Glenn

Anthony Lupesco grew up playing among the sewing machines of his parents’ Italian factory, which serviced posh fashion houses in Europe, including Versace. (His father, Pierre Lupesco, was a creator of the Made In Italy brand.) Anthony later studied fashion design at the Academy of Arts in San Francisco. After, he returned to the Mid-Atlantic region where his family had immigrated and then settled in Richmond.

Last year Anthony, now 28, and his parents launched a new venture focused on premium jeans. Thanks to the family’s time-honored attention to detail, combined with a modern but not trendy aesthetic, Shockoe Denim offers a well-made, distinctly American product. Anthony spoke with us about the new line.

The Designs
“There are four versions for women and four for men. You can also come in and be fitted for a custom pair and pick out fabric, thread, and hardware.”

The Materials
“We use raw denim, which becomes more beautiful as it ages. It comes from Cone Denim in Greensboro, North Carolina, the oldest denim mill in the country.”

The Inspiration
“I want to create a product that has the same durability of the first jeans, dating back to Levi Strauss, but with a modern sensibility.”

The Craftsmanship
“It takes anywhere from two to six hours to make a pair by hand. We use a single needle, which makes the jeans more durable.”

The Name
“We’re based in the Shockoe Bottom area of Richmond. After I’ve lived all around the world, Richmond is the first place I’ve truly planted roots.”

Prices start at $195.




  1. EJ Toudt

    Check out another article on Shockoe Denim at

    December 2, 2013 at 12:02 pm

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