Denim companies are no strangers to product placement.  In fact, these days, it seems that all you need to make it big as a start-up brand is to land your jeans on the gams of a glamorous (preferably paparazzi-adored) celeb – i.e. Justin Timberlake and William Rast, Victoria Beckham and Rock and Republic, and Sienna Miller and Pepe.  And poof! The masses come a-runnin’. 

One of the best folks in the business to discuss such endeavors with is Tim Curtis, Vice President of Celebrity Endorsements at William Morris Agency, one of the world’s largest talent agencies.  Curtis, now based in Los Angeles, comes by way of Richmondville, NY.  “I had to leave the farm,” he says.  Considering L.A. is the capital of premium denim, we figured, who better to discuss the denim world with, than Curtis.

So, we called Curtis (sick with the flu) at his home in Sherman Oaks, where he lives with his partner Shandon Youngclaus.  In his own words: 

How did you get your start at William Morris?
I started out as a temp 11 years ago; I was then hired as an assistant; I’ve been the Vice President of Celebrity Endorsement for the last 6 years. 

Is the William Morris mailroom myth really true?
Well, there are pretty much 2 ways in: the mailroom or starting as an assistant.  I got really lucky. 

Have you seen “Swimming With Sharks?” [The ‘80s feature film epitomizing the corporate hell, from the assistant’s standpoint, that is the big-wig LA agency.]
Yes. 

And does William Morris compare?
Yeah, to an extent… there are definitely some screamers.  I’m much more relaxed.  Though you should probably ask my assistant, Annette.  I think she’s on…

Annette, what do you think?
A: It’s not nearly as stressful in our department.  But there’s definitely a similar definition between assistant and agent.  But I haven’t really seen the abuse.
T: No staplers flying [laughing]. 

So, Annette, if Tim was a shark, what type would he be?
A: He’d be like the one in Nemo.
T: I’m a vegetarian shark. 

Thanks Annette. So, Tim, let’s talk about jeans for a moment, how many pair do you own?
Around 30. 

And how many do you actually wear on a regular basis?
At least half of that. 

Do you wear denim to the office?  At least on ‘Casual Friday?’
It’s pretty corporate so I mainly wear suits, but we do have Casual Fridays. 

What are your favorite brands?
I’ve got a bunch of True Religion.  I like them because they feel like I’ve had them for a long time.  It’s always the true test – I won’t wear them if they don’t feel good. 

What style do you prefer, and why this particular brand?
Straight leg usually.  I like the stitching on the pockets – funky and fun.  It’s mostly about the fit though.  People comment on them all the time. 

Do you do skinny-legged?
Yeah, I do a combination.  It depends on what I’m doing.  It may be about comfort, or fashion. 

What about washes?
Depends on where I’m going.  I’ll do more dark-wash stuff at night and lighter, more beat-up washes for daytime. 

Where’s the last place you wore your True Religions?
Out to dinner with friends at AOC. 

And what do you typically wear them with?
Again, it’s a combination.  T-shirts, button-down shirts, sweaters, Prada loafers, Nike or Adidas, All Star hi-tops.  

How would you describe your style?
Casual, hip… Oh, I don’t know [laughing]. 

And, now onto the celebs: how do you feel about the recent evolution of celebrity endorsements – actors replacing models in fashion, beauty, etc?
I think it’s great and hopefully it’ll stay that way [laughing].  It’s been a successful marriage.  Stars are becoming more identified as brands.  And pairing up with the right company can really enhance their brand. 

What’s your take on the rumor that Paris Hilton was paid two million to attend the opera in Russia?
I don’t think she got two million.  But we have had things where people are paid six figures to attend a party or club. 

Best advice for clients with regard to endorsement?
Not to jump into a relationship with a product because of the money.  It’s got to be the right marriage.

How does this relate to you, as a brand, and your love for True Religion?
When you find a brand of jeans that fits you well and looks good you stick with it.  People start to see you that way, and you end up projecting more confidence because of it.

Would you ever want to trade places with any of your clients?
No.  I’m perfectly happy behind the scenes. 

What are you looking forward to this year?
I’m planning an amazing race for my friends around CA.  I did it once before with 15 friends – we spent three days river-rafting, milked cows, and skydived.  We even have a camera crew follow us around and film the whole thing so that each person can own an episode.  And, we usually tie it into a charity – last time it was with the burn charity that developed the ‘Stop, Drop and Roll’ idea.  So, every participant donates $100 to the charity in addition to the cost of the race.  This year I’m planning for about 20 of us to go hot-air ballooning, and kayaking through caves. 

~Alisa Gould-Simon

Tim Curtis portrait by Shandon Youngclaus