VR is manufactured in one of the largest and most technologically advanced premium denim factories in North America. Michael Press, brand president, was most recently the president of Earnest Sewn and prior to that held VP positions with Paige Premium Denim and Koos Manufacturing, creators of AG Jeans and Big Star. Press was also an integral part of bringing Diesel and Replay to the US market.
VR draws inspiration from the definition of its name – a celebration of timeless style coupled with a spirit of rebellion that is reflected in each piece they create. VR rebels against assembly line jeans and the inflated ideas about premium denim that exploded over the past decade. The VR customer wants to throw on their favorite pair of jeans and wear them without thinking, because they’re busy living their lives.