Gold-riveted jeans, with a $100 bill fused into the denim and retailing at £750, are one of this season’s hottest products for clothes distributor 1927 London. The company’s growth has been driven by the success of the American label Juicy Couture, for which 1927 has exclusive rights in Europe. Led by founder and managing director Paloma Perez, the company is now broadening its base, showcasing labels such as the swimwear brand JG4B and Money. Last year turnover was boosted by expansion into the Russian market, driving sales growth to 78% a year from £2.1m in 2002 to £11.9m in 2005.
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