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 sex appeal.

Married to rock guitarist Gilby Clarke, and mother of daughter Frankie, the titular inspiration behind her Frankie B. logo, Daniella Clarke started 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 its humble garage origins to become a full lifestyle brand.

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.

View our Frankie B. collection now.