Lightning Strikes Twice
We are fortunate to be featured in Lightning Magazine for the second time. They came to our shop in Pasadena to attend the Jeans of the Old West release party and took some photos while they were there. The feature came out in their October 2010 issue.
We had the content translated, and this is what they had to say:
We recently attended a publication event for vintage denim in Pasadena, Los Angeles to investigate and research denim trends and fashionable people in the vintage industry.
“Rising Sun & Co.” is a denim brand and shop that exhibits a truly cool vintage vibe. The shop is located in Old Pasadena, north of Los Angeles City. The streets of Old Pasadena are different than other parts of Los Angeles because the old buildings are still standing which were first built during the early settling of Los Angeles so that Old Pasadena seems like it is lost in time. We first encountered and became enamored with Rising Sun & Co. at “Inspiration”, a significant vintage event in Santa Monica. Mike Hodis, the owner of Rising Sun & Co. is well-versed in vintage collecting and styles, so he invited his friend, the author of a new vintage denim book, to hold a publication event for his new book at Rising Sun’s shop in Old Pasadena. Many people from the vintage industry were present at the event, but we were surprised to find there were more people wearing new denim than vintage denim. Standout styles at the event were the people dressed like workers in 30’s. Suspenders were an accessory worn by many at the event confirming the comeback of their popularity. Rising Sun & Co. has manufactured and released new denim styles that are modeled after 40’s or older styles, and have made an impact on many in the vintage industry because of these attractive designs. Rising Sun & Co. currently use Cone denim from the USA for their line. Future production plans include the release of a new denim line using denim from Okayama, Japan. Denim made in Okayama is highly regarded by the attendees of this publication event.
Rising Sun appears like a vintage shop. The sign in the window matches the atmosphere of the shop. Incidentally, parking in the front is for “Hot Rods Only.” There were a number of hot rods on the day of the event.

















