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'How low can you go?' someone once asked. 'How low can you afford?' came the reply.

In business, as in life, some prefer the high road and some prefer the low. Frankie B. owner and designer Daniella Clarke chose the latter with her low-rise, trendsetting jeans and built a fashion empire based on denim and the humble butt-crack. But, while backdoor cleavage may have been the beginning of Frankie B., it certainly won't be its end.Married to rock guitarist Gilby Clarke, and mother of daughter Frankie, the titular inspiration behind her Frankie B. logo, Daniella Clarke starting cutting the waistbands off of her jeans when she was still a teenager. Then, rock and roll style was confined mainly to rock musicians and high-school students: but the trinity of 'sex, drugs, and rock 'n roll' has since been amended. Fashion is the world's new addiction, and in Frankie B. Clarke has created a lifestyle collection that brings rock and roll chic to the masses.The original impetus for Frankie B-the mustard seed that became a mighty corporate tree-occurred when Clarke returned home from four years on the road with her musician husband.Taking her cue from the rock-hippie style of the late 1960s and early 1970s, Clarke began working from her garage, starting initially with a line of sexy, low-slung, boot cut denim jeans named after her main source of inspiration, daughter Frankie.Denim has always been a passion for Daniella, who is widely credited as sparking the low-rise craze: 'I always had fantasies about what I'd like to wear and how I'd like the fit to be,' Clarke says. 'Jeans make a woman feel sexy, strong, feminine, and casual' all at the same time and are a now a staple of most women's wardrobes, not a trendy item that becomes obsolete after a season.'The Frankie B. woman is someone who likes to have fun with her wardrobe,' the designer adds, 'mixing colors, styles and textures to look fresh and modern with a slight sense of history. I've always enjoyed looking at women like Stevie Nicks, women with strong, idiosyncratic style and seeing how they make everything truly their own. 'Frankie B. has expanded exponentially since it's humble garage origins to become a full lifestyle brand. For Spring 2004, Clarke delivered a collection inspired by freedom and femininity. For Fall/Winter 2004 she ups the ante with a 21st Century redo of the classic sex-kitten. Clarke's take is decidedly luxurious and modern, utilizing silk charmeuse and silk and wool blends to put a fresh spin on a timeless look.While designing this collection, she reveals, 'I kept thinking about girls like Edie Sedgwick and Patti Hansen who could fall asleep wearing diamonds and a full face of make-up and still wake-up looking chic.' The result is a sexy, casual meld that evokes the essence of the sexy, contemporary woman without sacrificing the emphasis on the body that Frankie B. is renowned for.The Frankie B. collection is available worldwide, and has grown to incorporate menswear, knitwear, and eyewear, with additional categories promised in the near future. From humble origins to global domination, Frankie B. is an idea whose time has come. Like Coco Chanel in another era, Daniella Clarke started with a winning idea and built an empire. There is no end in sight. all above comes from http://www.frankieb.com/about.html about us page...... it's one of my favorite jeans' brands^^