First Standard Co.
is an avant- garde company founded by Russian immigrant Sergei Zolotariov in late 1990's in East Village and based in New York, NY.
Sergei grew up in the Soviet Union and spent most of his denim deprived youth dreaming of Levis, Lee, Wrangler. When he immigrated to the United States in late 1980's he was able to indulge his indigo obsession by starting his own denim brand.
First Standard's patterns border avant garde and heritage at the same time as Sergei dreams up all the designs himself.