Each day, Ulrich “Ubi” Simpson wakes up with the sun — no alarm necessary. He yawns, stretches, and then lies in bed for a moment to think about all the things he will have to accomplish in the next 24 hours.
Simpson, 45, often has a long to-do list: He is the founder of the denim brand UBi-IND, short for Ubi Industries, and the proprietor of a retail and design studio in the Mission. Denim is his life.
“For me, denim is a universal experience,” Simpson says. “Everybody has their favorite pair of jeans or a favorite accessory. There’s a timelessness to it.”
Simpson studied at the Fashion Institute of Technology and began his career at Tommy Hilfiger. He has since worked with numerous other brands, including Calvin Klein, Nike, Levi’s, and Pepe Jeans. His first venture as an entrepreneur was a collection of jeans for athletic men who tend to be taller, with thicker thighs.
“There was an untapped market for this group of people that wanted a quality pair of jeans,” he says.
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