Sergei Zolotariov grew up in the Soviet Union and spent most of his denim deprived youth dreaming of Levi's, Lee, and Wrangler. When he immigrated to the United States he was able to indulge his indigo obsession by starting his own denim brand.
1st Standard's patterns border avant garde and heritage at the same time as Zolotariov dreams up all the designs himself.
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