Porsche Design Group will launch its first collections of denim for men and women called Porsche Design Denim in September.

 

Porsche executives will unveil the new collections Thursday at Berlin Fashion Week.

 

The premium jeans will be manufactured in a joint venture with Blessed & Cursed, a Hamburg, Germany-based denim brand founded in 2007, which has become established among upmarket consumers and is a favorite jeans label of celebrities such as Rihanna, Fergie, Bon Jovi and Michael Ballack. Nicola Eibich, designer of Blessed & Cursed, will design the Porsche Design Denim collections.

 

Christian Weiss, director of communications for Stuttgart-based Porsche Design, said the men’s and women’s jeans will be an “innovative addition” to a brand portfolio created in 1972 by Ferdinand Alexander Porsche. The label already is on watches, sunglasses and luggage for men and women, as well as men’s sports and fashion apparel and fragrance lines.

 

“Porsche products stand for functional, timeless and purist design,” said Weiss.

 

The men’s and women’s jeans will retail from $460 to $590. Classic washes will include black, blue stone washed and Mechanic Blue, an exclusive shade. Special treatments will include pocket corners that look like screws instead of rivets, a metal nameplate riveted to the coin pocket, and a button and zipper made in a high-quality carbon look. The signature “P” logo and numbers — similar to a car’s vehicle identification number — will decorate the back pockets with 3-D embroidery.

 

Distribution is aimed at Porsche’s 106 stores worldwide.

 

A first-year retail sales projection was not available, but combined sales of the men’s and women jeans could exceed $5 million, according to industry estimates.

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