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The new formula for premium denim

  • Designed in New York
  • Made in USA
  • A commitment to responsible sourcing and production
  • Quality apparel with no retail mark-up

We believe that every man should be able to wear well-crafted clothes at accessible prices. Standard Deviation brings premium denim and menswear to its followers in a direct-to-consumer model with no retail mark-up. Designing with a superior fit in mind, we use only high-grade, comfortable fabrics, such as Cone denim and Supima cotton. All of our apparel is made in the U.S.A.

We spent two years developing our three mainstay denim styles (Alpha, Beta, and Gamma) and perfecting their fits and washes. Surveying the denim market, we started with trying everything from $25 fast-fashion jeans to $600 bespoke pairs to determine what were the optimal fits and fabrics. This research allowed us to deliver quality (with no retail mark-up) that you can feel the second you try on our jeans: heavy-weight denim with a little stretch; construction that is built to last; and refined trims and finishes inside and out. Our three signature styles provide an option for every guy and every wardrobe.

Established in 1891 and based in North Carolina, Cone Denim is a leading supplier of denim fabrics and one of the last-standing American denim mills. Our factory in Los Angeles employs experienced craftsmen who also manufacture jeans for other premium denim brands. We are extremely proud to be able to offer quality jeans made with Cone denim at fair prices.

Fit is paramount to us, so we searched the industry for a fit model who has the ideal proportions to accommodate the modern man. Recognizing that not everyone has the same body type or preference for how their jeans fit, we designed three different styles (Alpha, Beta, and Gamma) to the the needs of every customer. Each of the three styles comes in five painstakingly developed washes that feel as great as they look and with our signature finishing touches: rose gold hardware, American-made zippers, our engineered rubber patch, and bound out seams to give your jeans a clean edge when rolling up the cuff.