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Corduroy takes new direction |
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Written by Julie Hinds, KRT
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Wednesday, 05 July 2006 |
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Most men could take or leave their corduroy pants, and they’d be hard-pressed to have a discussion about them.
But Joel Dalton of Ann Arbor, Mich., can wax eloquent about his favorite pair of Cordarounds.
Dalton, 38, says he heard about the brand on the radio and was amused by the rebellious notion of corduroy pants with horizontal wales.
He bought a pair online for his brother-in-law as a joke and decided to keep them for himself.
The deal is this: Cordarounds are about thinking outside the box, or the stripe, or whatever.
The San Francisco pant entrepreneur is Chris Lindland, 33.
Lindland’s Web-based venture, which has gotten mentions in the New York Times and Newsweek, takes a familiar fabric and gives it a tilt. About six years ago, he recalls, he posed a question to a friend about the vertical stripes on corduroys: How come they aren’t horizontal?
 The idea stuck in his mind and led Lindland and a business partner to launch an online company, Cordarounds.com, early last year. Lindland estimates that it has attracted 3,000 customers in its first year and sells about 10 pairs of pants a day.
What about the conventional wisdom that horizontal stripes aren’t slimming? Lindland counters that horizontal corduroys are more of a texture than a stripe, even from a short distance.
BUY THEM ONLINE
Cordarounds.com has corduroy pants for men ($88) and corduroy skirts for women ($66) in several colors. There are also summer options: seersucker pants ($77), seersucker skirts ($66) and corduroy shorts ($55).
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