Ben Viapiana is the founder of VIAPIANA, a custom denim company based out of Bangkok, Thailand where, for $229.00 – $269.00, you can order a pair of handcrafted jeans customizable from the ground up.
Similar to how New York City’s 3×1 provide an entirely bespoke denim solution, VIAPIANA allows you to choose the fit, denim, stitching color, button fly or zipper, as well as button and rivet colors. After about two weeks the jeans will arrive, built by Viapiana himself, specifically for you.
Growing up the son of a tailor, Viapiana explained to us, “Even at an early age, I remember cleaning the machines, threading needles and cleaning up.” But unlike his father, Viapiana had no interest in bespoke suits. Instead, he turned to crafting his own hoodies, jackets and street wear.
The story takes a humorous, and possibly fateful, turn as Viapiana reveals how his decision to sew jeans was out of sheer necessity.
“My father told me wearing jeans didn’t look good and we argued forever about the way I dressed. Finally, though, he gave me an ultimatum: I could only wear jeans if I made them.”
The pocket lining labels on VIAPIANA jeans read, “Hand made with high standards in Thailand,” and since Viapiana puts his family name and associated pride in craftsmanship on every pair of jeans that roll out of his workspace, it may very well be true.