David Koral, born and raised in Malibu, California, is the founder of Koral denim, a brand with three generations of jeans genius behind it – Rick Crane and David's father Peter Koral are also involved, and it was they who founded the premium denim market with their brand 7 for All Mankind. Koral is about fit and longevity, offering customers aged and lived in washes, as well as carefully considered design ticks (all the labels match the wash, for instance, and you'll find very few signs of heavy branding). Koral is available in Selfridges recently launched denim studio.

How did you get into denim?
I was basically born into it.  Growing up with a father who ran a denim company not only gave me an appreciation for indigo, but a love for the endless possibilities of such a versatile fabric.

Why do you think people have such trouble finding the perfect jeans?
I think one of the reasons is that a lot of brands focus on trends before fit and don’t put emphasis on perfecting the important details of what makes a perfect jean. That is what differentiates Koral.  We are obsessed with perfecting what matters most the fit, fabric and wash that goes into making a jean.    

What are your top three tips for buying a pair?
The most important thing is to take the time finding the jeans that best fit your body’s.  They should compliment your proportions and leave you feeling both confident and comfortable.  Once you know your fit, look for quality in construction and fabric. Last is the type of wash or process that you identify with.  

What are some of the most common mistake?
One of the most common mistakes is focusing on the size.  Women tend to be more concerned with what size they can squeeze into and beat themselves up if that size doesn’t fit.  Every brand varies, along with every style.  Going back to my first tip, just find your body’s best jeans – even if it’s not your size. 

Who are your denim idols?
My dad.