Jimmy Taverniti redefined the influence of "American Vintage Style" in Europe during the 1980's. Jimmy interpreted this signature style fusing sophisticated fabrications with intricate attention to detailing and construction. His passion for vintage styling drives him to create and experiment with new wash techniques as well as dye processes. From the beginning, Jimmy strongly believed that the look and feel Vintage Fashion would continue to influence modern sportswear and define a relaxed, yet elegant lifestyle. Jimmy is one of the first contemporary designers to refine this naturally worn and chic look.

In 2004, Jimmy and Blue Holdings inc joined forces to launch "Taverniti So Jeans". This exclusive denim collection gave Jimmy the opportunity to apply his vintage expertise to a purely contemporary jeans line. The fabrics are sourced around the USA, and many are from Japan and Europe. Casual yet elegant, Taverniti So Jeans continues to evolve the collection this year with the heritage of an All-American vintage aesthetic.