{"id":161074,"date":"2019-03-21T14:16:47","date_gmt":"2019-03-21T14:16:47","guid":{"rendered":"https:\/\/www.theindustry.fashion\/the-interview-ravi-grewal-owner-stuarts-london-and-license-holder-c17-jeans\/"},"modified":"2021-08-12T13:55:27","modified_gmt":"2021-08-12T13:55:27","slug":"the-interview-ravi-grewal-owner-stuarts-london-and-license-holder-c17-jeans","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/the-interview-ravi-grewal-owner-stuarts-london-and-license-holder-c17-jeans\/","title":{"rendered":"The Interview: Ravi Grewal, owner, Stuarts London, and license holder, C17 Jeans"},"content":{"rendered":"
A cult French denim brand he remembers from his days as a kid working in his father\u2019s Stuarts shop in Shepherd\u2019s Bush, Ravi Grewal, 43, is now relaunching C17 Jeans in the UK market for AW19, having acquired a 10-year license for the UK, Europe and US. He has big plans, as we found out on a visit to his company\u2019s HQ in deepest Camberley, Surrey<\/p>\n
What do you remember of the C17 brand of old?<\/strong><\/p>\n We originally sold it in Stuarts in around 1989, up until about 1995, which is when it started to fizzle out. At one point, in about 1992 I think, C17 was the second biggest jeans brand to Levi\u2019s in the UK. It was at a time when the other main brands of the day included Chevignon, Chipie, Ton Sur Ton and Ball jeans. Eventually C17 withdrew from the UK.<\/p>\n What became of it?<\/strong><\/p>\n The last thing C17 did of prominence in the UK was open up a shop on Oxford Street.But I think it was mismanaged and it didn\u2019t last long, with the high rent and rates probably hard to sustain too. The brand continued for a while longer in France,\u00a0until the Desalles family, who were the family behind the brand which originally launched it back in 1972, shut the operation down. They actually then sold the trademark to Edwin jeans and it\u2019s not existed as we knew it in the UK for nearly 25 years, though it has been available in Japan I believe as more of a women\u2019s jeans brand.<\/p>\n