By  on July 23, 2014

CITY OF COMMERCE, Calif. — As the maturing premium denim industry moves to revive consumers’ interest amid competition from sectors like activewear, Hudson Jeans is moving from the branding formula that has worked in its favor for 12 years.

After three years of flaunting rock-and-fashion progeny Georgia May Jagger in ads, Hudson is vowing to exclude models from its creative campaign and stop the Photoshopping of images. Using “real, crafted and optimistic” as its new brand pillars to replace “sexy, mysterious and cool,” Hudson is embracing the democratic and authentic spirit enabled by social media, blogs and vlogs, in which anyone can do their own thing.

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