Loose Threads: G-Star, Calvin Klein, Unspun and More
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Here’s a quick roundup of the latest drops and campaigns from leading denim brands.
G-Star
Following in the footsteps of Snoop Dogg and Pharrell Williams, Grammy award-winning Afro-Fusion artist Burna Boy stars in G-Star’s new campaign.
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The campaign video features Burna Boy’s new song “On Form” and dancers wearing the brand’s Spring 2024 collection. The new range includes two new jean fits—the Bowey, a women’s boyfriend jeans and the Lenney, low-rise boot cut, with a slight opening from the knee—a line of organic cotton graphics tees.
“Denim isn’t just fabric; it’s an extension of who I am. Like my music, it’s personal, a dialogue between me and myself. Every stitch, every fade tells a story. G-Star gets that,” Burna Boy said in a press release.
G-Star also designed two premium Japanese denim looks for the Nigerian talent. The limited-edition utilitarian pieces include an ultra-long denim military coat and a relaxed take on the brand’s iconic Elwood jean. The second look a hooded sleeveless jacket with matching loose jeans.
“We are proud to continue our legacy in working with the world’s biggest inspirational icons. Burna Boy is one of the most innovative artists of our time and the embodiment of today’s youth culture, challenging the norm in both style and music, which is very close to our heart,” said Gwenda van Vliet, G-Star CMO.
Diesel Loves Lee
More consumers can get their hands on Diesel Loves Lee, the capsule collection that combines the brands’ deadstock denim to make new pairs of jeans.
The collection debuted in Europe and Japan last December. It is now available in select Diesel and Lee stores globally as well as on each brand’s owned websites. The men’s and women’s jeans retail for $350.
Diesel said the partnership “proposes a more purposeful approach to brand partnerships applying collective creativity to the perennial problem of overproduction.”
“Lee is proud to be part of this transformative initiative; it’s a reflection of our shared commitment to driving meaningful change by uniting our expertise,” said Simon Fisher, managing director of Lee Europe. “Through this capsule collection, Lee and Diesel redefine competition by prioritizing innovation. By joining forces, we harness our collective strengths to lead by example, one denim at a time.”
Calvin Klein
The final installment of Calvin Klein Jeans’ Spring 2024 campaign stars Blackpink member and global brand ambassador Jennie.
Shot by Mert Alas, the PVH Corp.-owned brand said the campaign “magnifies Jennie’s playful confidence and infuses Calvin Klein’s emblematic underwear and jeans with her distinctive pop energy, elevating each style to icon status.”
Calvin Klein’s focus for the season is “relaxed simplicity” with low-rise and wide-leg styles driving the jeans category. The brand’s 90s Straight Jeans remain a highlight, designed to sit on the waist and loose in the legs for the perfect laidback aesthetic. A classic Trucker jacket and a minimalist denim zipper jacket are made from soft cotton denim. For a tonal look, the latter coordinates with Calvin Klein’s high-rise mini denim shorts.
The brand prepares for summer with a white denim high-rise mini skirt, slim ribbed jersey tank and slim open-back tank.
Calvin Klein Jeans previously released its men’s campaign starring Jung Kook, member of K-pop group BTS.
Same
Luxury swimwear label Same launched its first women’s jean.
Known for elevated swimwear and Instagram-friendly designs, the L.A. brand said it set out to create a timeless denim design with a vintage feel.
Called The Perfect Jean, the straight leg mid-rise style comes in four washes: classic blue, vintage dark, vintage light and black. The $395 button-fly jean boasts a sleek outer caballo seam and no back label. A tortoise shell button—a Same signature—is the jean’s only branding element.
The jeans are designed and produced in Los Angeles using Italian denim. Sizes 23-28 jeans are made with 100 percent cotton fabric. Sizes 29-32 have two percent elastane.
Though swimwear is the brand’s bread and butter, Same has been growing its ready-to-wear assortment. It now spans stretch knit dresses, knit coordinates and vacation-themed sweats.
Unspun
Consumers can now buy 3D woven pants by Eckhaus Latta and Unspun for $396-$600.
The pants are made with Unspun’s 3D weaving Vega technology, the B Corp’s solution to combat production waste. With 3D weaving, fabric scraps are essentially eliminated from the production process. Coupled with localized small batch production, Unspun said the production method enables an almost zero-waste manufacturing process.
The duo debuted their first-of-a-kind bottoms last year at New York Fashion Week.
The limited-edition styles include a wide-leg jean in Static, a color that mimics the look of a static television, and an ultra-wide-leg jean in Copper, which has a matte black and shimmering copper effect. The jeans come in sizes 24-36.
The collection is available online at H. Lorenzo, Nordstrom, GR8, Kream, Recital, Tres Bien, 8Division, Unspun and Eckhaus Latta.
