Dark Alley Denim Co. Redefines Concealed Carry for Women,
Available for preorder March 2019
FOREST, INDIANA (January 31, 2019)—Dark Alley Denim Co. is making strides to
redefine what it means for women to conceal carry. Created and founded by Joelle and
Jared Orem in 2017, the couple is working tirelessly to ensure exclusive customer
experiences by providing women with a discrete way to conceal carry while also offering
a product that flatters a woman’s body.
The initial signature jean is a dark-wash skinny fit, which Joelle suggests can be dressed
up or down.
“They’re transitional and meant for a day in the office—given that office permits conceal
carry, or for a girls night out,” she said.
To ensure the best quality, the couple is sourcing the best material. Each pair of jeans
will be produced from raw denim, meaning that it has not been post-washed, distressed
or tampered with by the manufacturer. According to Joelle, this leaves the wearing and
tearing up to the customer.
“The denim has one percent elastane, so it will retain its shape a lot better and over time
they will mold to your body,” she said. “It’s unique because most jeans now, we are
seeing as being paper-thin, extremely stretchy, and they lose their shape quickly. You’re
paying lots of money for your jeans to come pre-aged.”
As a new mom (as of 2016), Joelle understands what it’s like to live a busy lifestyle. She
said with constantly being on the go, trying to adjust an “outdated holster” was becoming
more of a chore than a tool.
“Most women, generally speaking, don’t want to add another thing to our day,” she said.
“It doesn’t make you feel confident, sexy or pretty. A lot of times I’m bending down and
putting shoes on my toddler, the last thing I want to do is crouch down with a holster.”
Keeping this in mind, each pair of Dark Alley Denim eliminates the stress of having to
strategically place a holster. The pockets are discrete, and don’t require women to wear
a belt or a metal clip.
The first Dark Alley Denim design offers kidney-carry position, with an additional pocket
for either a cell phone or other defense weapon. Although there are a lot of different
positions for conceal carry, Joelle said this will serve the everyday woman and mom.
“A lot of times I have a kid on my hip and I don’t want my child sitting on my firearm in
front of me. Also bending down during the day, I knew appendix-carry just wasn’t for
me,” she said.
Understanding that each woman has a different body type and shape, the first prototype
dark-wash skinny fit jean with the built-in pocket allows you to carry in a comfortable
position with easy access. Unlike most conceal built-in conceal pockets; Dark Alley
Denim has an elastic strap, adjustable for small to mid-size firearms.
“It’s accommodating in all situations, including the bathroom,” Joelle said jokingly. “But
seriously, you want it to be placed in a comfortable position so that if you’re sitting all day
it won’t give you any discomfort. The adjustable strap also helps eliminate the fear that
someone could get ahold of your firearm. You have to physically unstrap it first.”
Having practiced in both indoor and outdoor shooting ranges, Joelle said the fabric
allows for the weapon to slide out from the pocket easily, making for a quick draw.
While both Jared and Joelle want to create a brand and level the playing field, Jared said
the ultimate goal is creating more success stories. As a local firefighter, Jared explained
that his profession has allowed him to see both the good and bad in society—making
him more aware of what people are thinking.
“With that, I believe that if a woman can equip herself so that she’s not a victim, that’s
the most important thing,” he said. “We are a just a small company that wants to help
people help themselves.”
Dark Alley Denim is now available for presale and will be providing samples available to
try on during the show. While they are currently focusing on jeans for women, both Jared
and Joelle have ideas for brand extensions in the future.
“The concept behind Dark Alley Denim is so simple. Everybody can relate to denim, it’s
a classic closet staple,” Joelle said.
To get connected with Joelle and Jared or for more information on Dark Alley Denim
Co., please visit darkalleydenim.com.