by Sofroina Timmons
December 18, 2009

A local Vancouver surf brand called Dish was purchased by two brothers in 2001. After designing jeans for Levis Strauss (also in Vancouver), the brothers decided to put their creative juices together and start their very own line of jeans. Their vision is to create jeans with a west coast design and a rich element with an urban lifestyle. The end result: a unique infusion of a “down to earth” authenticity and a youthful, free-spirited feel with a hint of a surfer style that completes a fierce and polished look.
Dish exudes a fresh, bright-eyed approach to the fashion industry. The jeans have a versatile style that can be worn, casual, genuine, unpretentious, and bold. This is the lifestyle…Dish!

Donald Johannesson, Creative & Design Director, Dish Jeans Ltd. Notes: “We enjoy every aspect of jeans and how they change everyone’s moods but we design much more. We offer knit tops, dresses for every occasion, skirts that swing with style or adorn your gate, outerwear, intimates that set the tone and many more. Our wide assortment of clothing is designed to fit ‘real’ women. Dish will uphold [our] word by not selling over fastidious or complicated clothing. Our motto is, ‘to dress confident women who value quality. We are dressing their lives.’”

Donald Johannesson dishes about Dish...yeah, we know, but we couldn’t resist!

Tell us a little more about the genesis of Dish.
The story of Dish dates back to 1978, when Harold Lenett established a new Vancouver company incorporated as ‘Pimlico’. He wanted to manufacture jeans for brand names like Levis Strauss, Wrangler, Lee, Gap, Guess and Polo. By 2001 his son Gary, whom was named president in the 90’s, had purchased a local West Coast surf apparel company called Dish. He developed it as an in-house brand to be a hip, youthful jean targeting young, contemporary women ranging from ages 18-35. It was based on its Pacific Northwest core values of a fresh, genuine, unpretentious lifestyle, combining premium quality jeans with a sensibly attainable price.

Explain the meaning behind the name?
You can describe the word Dish in many different facets. The term could be used for a really hot girl (thanks to her great fitting jeans!) – ‘she’s a real dish!’ It could be referred to as a good old fun girl-talk gossip and a bonding session – ‘let’s dish!’ It could also represent the confidence to live your life the way you want – ‘dish it out!’

What were your inspirations for the current fall/winter collection?
Fall/Winter ’09 was predicted on our design team to come up with the feeling that the Dish girl was forever changing; evolving to become her own individual. To radiate confidence and express who she has become through her clothing – and more specifically…her jeans. The combination of the jeans wear and great fit can be expected from Dish. A modernly clean- lined, sophisticated premium look that has an edgy but destroyed and pre-loved application of finishes on extraordinary new denims. Spring ’10 pushes these boundaries even further as she rocks it up by pairing an 80’s retro cool look with embellishing hardware with today’s modern chic!

How do Dish Jeans differ from other leading jean brands?
Dish is trend-right, but NOT trend-driven. We will not compromise on that issue and will only offer products that adhere to our heritage and our philosophy. And our loyal fans have told us they appreciate and love that stance. They look to us for that direction…

Dish Jeans can be purchased where and at what price range?
Because we’re ‘true’ to our slogan, ‘affordable, premium, quality jeans’, Dish prices ranges from the average of $78 to $98. They are found in better retailer boutiques and jean stores.

There is a huge “eco-conscious” movement going on right now. How does this affect Dish?
As a west coast brand, we have probably always been a little more eco-conscious simply because it has become a lifestyle here. We are extremely conscious about the fabric and finishing we use – very specifically, we aspire to make the best quality jean we possibly can. We believe a garment that lasts as long as possible is actually an important element in lowering our eco-footprint; by avoiding fast fad throw-away fashion (even when pressured to join the ‘band wagon’).

Tell us one thing that no one knows about the brand?
Dish is one of Canada’s top jean brands (and was, in fact, named by Nylon Magazine as one of the top ten brands in Canada to watch) with an extremely loyal following who has grown up wearing only Dish. However, we have kept a relatively low profile to maintain a close bond with our Dish girls, relating on a personal rather than a glossy or hyped level.

What trends are you seriously tired of and hope will remain in 2009?
$350.00 and up jeans - - time for the reality pills to take hold! Jeans should contribute to a consumer’s well-being and their lifestyle, not milk them dry because of the word ‘premium’!

What's next for Dish? How about a men’s collection?
We have actually just launched a new men’s line for Dish’” boyfriend – ‘DRT’ – a bit organic, a bit rock, a bit down-to-earth! His slogan is ‘No additives. No attitude.’ He is based upon a philosophy of eco-sensibilities comprising organic denims (100% and blends), eco-friendly lighter finishing processes, and long-lasting durability. He’s also very ergonomic in nature, conforming and shaping to the actual body for unbelievable comfort and great looks. Prices range from $88 to $108.

At the same time, we have also just launched another range called ‘DESI’, built specifically for Dish’s older sister, mother, aunt, cousin – the more mature modern woman who wants great looking jeans but fitted to her special shape. It’s core is a series of six fits that enable us to fit 99% of the women who try them on – it’s first deliveries are already selling right out of the boxes as the specialty store retailers receive the shipments! Prices here are between $82 and $120. It’s exciting times at Dish Jeans Ltd. – definitely feeling like true recessionistas relegating the economic news to the background for all our family of customers and consumers!