To celebrate its 40th birthday, one of the original “designer jeans” brands launches a premium denim range in Barneys New York and Kith.
The interactive brand event will take place at the Flatiron Plaza on 23rd Street between Broadway and Fifth Avenue from Oct. 5 to 7.
Customers pick their denim finishes from whiskering to rips, fades and distressing, on an iPad, then watch as lasers do the work in minutes.
A joint venture with a Los Angeles-based retail agent will allow the brand’s foray in the country.
The first collection for men and women is to debut at retail in spring 2019.
The company has also launched a Mother’s Day campaign recognizing mothers and daughters and leveraging the phrase “perfect the way you are.”
Paulina Szmydke-Cacciapalle’s “Making Jeans Green: Linking Sustainabilty, Business and Fashion” is coming out in June.
New eco-friendly treatments, systems and weaving machines along with green certified products are a key focus for denim specialists.