MILAN — Jacob Cohën is setting in motion a relaunch of the brand, starting with Milan.
The Italian luxury denim company, which soft-pedaled forward after the untimely death in an accident of its fashion director Nicola Bardelle in 2012, is making a comeback with an ambitious retail strategy.
The opening of the 2,152-square-foot store will be followed by the inauguration of shops in London and Paris.
Beginning in Milan, inside its directly operated shops, Jacob Cohën will carry a kids’ wear range, along with accessories, scented candles and stationery in addition to its established men’s and women’s collections.
“With our flagship store, we don’t want just to relaunch the appeal of our iconic Tailored Denim for men, women and kids,” said Tommasi Bardelle. “We also want to present a whole universe where customers can find products reflecting a demanding and individual taste in keeping with our love for creativity, which becomes real only if developed at its best.”
Spanning over two floors, the Milan flagship features a contrasting combination of brass metallic elements with concrete walls embossed with the brand’s signature “J” symbol. Pops of color are introduced via cobalt blue panels. In order to create an engaging environment, LED walls broadcast inspirational videos, while the windows feature installations by architect and window-artist JoAnn Tan, who has collaborated over the years with the likes of Moschino and Hermès.
Along with putting the focus on the brand’s upscale men’s denim collection, Tommasi Bardelle said the company’s internal team is developing new fits and silhouettes for women.
A pioneer in the tailored denim segment, Jacob Cohën is known for its jeans combining sartorial cuts and Italian and Japanese fabrics. Each pair of Jacob Cohën denim jeans is embellished with a hand-stitched tag printed with the logo and with the “Go to bed with a dream, wake up with a purpose” slogan embroidered on the inside.