The denim label, born from the 59-year-old Japanese company, relaunches its web site and new direction led by Kathy Kweon and Catherine Ryu.
The company launched e-commerce last November and has started ramping up a bigger social media presence.
The J Brand jeans go up to size 38.
A new booth at the trade show was FiberTrace, a technology embedding traceable pigments in fabric to track each step of the supply chain.
The collection features jeans, graphic Ts and color-blocked jackets with a Nineties aesthetic.
The “Destination Denim” event will kick off in Berlin on Oct. 24 with a live performance by Rita Ora and will have an online extension.
The capsule is designed with body inclusivity in mind, and offers denim, skirts, jumpsuits, tops and bodysuits.
The socially responsible-minded brand was started by François Girbaud who is credited with developing the stonewashed technique, which was big in the Eighties.
The center of research and development for the company’s portfolio brands bolsters the greater Los Angeles area’s broader denim sustainability efforts.
The awards ceremony featured a wild runway, enlightened collections, expert judges and environmentalist and actor Matthew Modine in fine form as master of ceremonies.
The garment-maker and laundry company showcased a collection of more than 100 rare vintage finds.