by CHANTAL MARTINEAU

It seems like every time a fashion magazine starts up, a new denim line gets touted purveyor of the latest "it" jeans. Named in honour of the cheesy Italian mobster in us all, Guido and Mary (9310 St-Laurent) just might prove itself more than a flavour of the month. NYLON magazine's denim issue listed the label as one to watch - the only Canucks in a cluster of Los Angelinos. Celebs spotted sporting the brand include Dark Angel Jessica Alba and Wayne's World girlfriend Tia Carrere.

Neither Wong nor her partner went to design school. The two began the venture in Wong's apartment with not much more than a keen interest in fashion and clear-cut vision of what they wanted to produce. "We're both able to draw a hell of a lot better than when we started," she laughs, admitting the two "work like cavemen." Wong doesn't wish to send the message to stay out of fashion school but does emphasize that it isn't a prerequisite for designing clothes.

The $150–$180 price tag on most items is a bargain when you consider that each pair of Guido and Mary jeans is made entirely by hand, a process that can take up to six hours. All the stone washing and sewing are done here in Canada; both Wong and Moyal are strong believers in supporting local talent and labour.

Keep an eye out for Guido and Mary's vintage-style T-shirts and brand new line of accessories coming out in spring 2004. The pair expect to expand into the U.S. and Europe by fall.

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