In business, as in life, some prefer the high road and some prefer the low. � Daniella Clarke, owner and designer of Frankie B., chose the latter with her low-rise, trendsetting jeans and she built a fashion empire based on denim and the humble lower back.
 
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 the mother of daughter named 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. Back 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.
 
Clarke has created a lifestyle collection that brings rock and roll chic to the fashionable. The original impetus for Frankie B occurred when she 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, her daughter Frankie. Denim has always been a passion for Daniella who is widely credited as sparking the low-rise craze.