Tina Craig, former MTV Asia VJ and jewelry designer, began a blog, the Bag Snob with one of her girlfriends, where she wrote reviews on the hottest designer handbags and became very successful with quite a following.
One day, Tina, aka the Bag Snob Blogger stepped out and reviewed a brand of denim jeans that she loved, DL1961. To quote Tina, these jeans were “the best fitting, butt lifting, leg shrinking” jeans out there and the good news is that her followers listened, and the company sold 55 pair of jeans that day from her tweet alone. Tina went on to praise the brand’s famous XFIT Lycra four-way stretch, a fabric that boosts 90% shape retention and has drawn recognition from all major publications, and has become a staple in celebrity and style setters’ closets everywhere.
So hence, the collaboration resulted in the Snob Essentials, adapted with Tina’s input, including hardware touches, a la handbags and her signature logo on each pair. Her goal, to make women feel sexy and empowered…mission accomplished!