Butting out: L.A. designers shifting to higher-rise jeans.

THE low-rise jeans craze is bottoming out.

A number of high-end, L.A.-based lines will soon be featuring a higher-rise on their top-of-the line, $200 jeans.

"Women are tired of showing their butts every time they sit down," said James Hammonds of American Rag LLC, "and men are tired of it too."

Hammonds is in charge of buying at American Rag's World Denim Bar, a 5,500-square-foot showroom on LaBrea Boulevard. Set to open this month, it's designed to be a showcase for major denim designers.

The only new line in the store will be Denim of Virtue. which features a higher-rise model. Designer Tadd Zarubica, who launched Yanuk Denim and Hudson jeans, believes women are ready for flattering lines and a more comfortable fit. His new straight-leg jeans have a 9-inch rise, compared to the average rise of 7-1/2 inches.

Hammonds said American Rag has purchased other higher-rise jeans from big designers in the last season, including JBrand Jeans, and the response has been overwhelmingly positive from customers, some of whom bad been requesting higher-rise jeans.

Zarubica said he doesn't expect the more conservatively cut jeans to overtake the market immediately--youngsters will likely stick with the lower-slung pants longer--but he said that they're important going forward because mature boutique customers want to feel not only stylish but comfortable.

"If it fits right, it won't look like those '50s high-waters," he said. "They'll look new."

Not everyone is on board with the upward movement.

"I don't see it happening anytime soon," said Eric Kim, owner of Monarchy Jeans. The company's low-rise, cigarette-legged jeans are selling very well at Ron Robinson Inc.'s Fred Segal Stores, he said, and the celebrity hotspot has put in a big order for next season.