Loose Threads: Good American, Levi’s, Mavi and Joe’s Jeans
Here’s a quick roundup of the latest news, drops and collaborations from leading denim brands.
Joe’s Jeans
A new Mother’s Day campaign by Joe’s Jeans celebrates motherhood and the timelessness of rigid denim.
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Led by Joe’s Jeans creative director Dani Michelle, the campaign features a multi-generational cast wearing the brand’s first line of soft rigid jeans.
Ashley Madekwe, Jamie Chung, Shanina Shaik, Jaime Dillon Ridge, Simone Harouche, Katie, Emmie and Tracy Danza, Tori Praver Birnbaum, Brooke DeVard, Deepika Chopra, Dorianne Passman and Thea Segal star in the campaign shot by Ian Morrison. Michelle and Leore Arik, Joe’s Jeans general manager, are also featured in the social media campaign.
“Partnering with these brilliant, talented women who balance motherhood and their demanding careers felt like such a natural way to bring the new styles to life,” Michelle said in a statement.
Michelle, who joined Joe’s in January and oversees all aspects of the brand’s creative direction, spearheaded the new collection. The jeans combine vintage washes and the structure of traditional denim with everyday comfort.
“We are excited to launch the new soft rigid assortment this fall,” Arik said. “Joe’s is best known for its soft and comfortable, yet structured denim. This new fabric does not abandon what the brand does well, but will offer customers something new.”
Levi’s x Stüssy
Levi’s has launched its third collaboration with heritage surf brand Stüssy.
Taking inspiration from their home state, the California based brands return with a four-piece range, consisting of an Italian leather jacket, a “crispy rinse” Trucker jacket, matching jean, and leather belt.
The white leather jacket has a cropped, boxy fit and features an embroidered Stüssy stamp bearing slogan “Built Tough Worldwide Since 1980.” It also has enlarged co-branded button shanks, and custom Two-Horse Pull patch with the Stüssy script logo. The Western-inspired belt comes in tan and has embossed branding with black paint detailing.
It is the first leather pieces from the duo, which previously teamed up on jacquard and embossed denim.
The Trucker jacket is offered in two-tone brown and black denim, accepted with contrast stitching. The matching jeans has an embroidered stamp on back left leg.
The collection is available now on Levi.com, the Levi’s app, select Levi’s stores, Stussy.com, Stüssy stores, and select Dover Street Market locations. It retails for $95-$450.
Good American
Good American continues its tradition of breaking industry standards.
On Thursday, the size inclusive women’s brand launched Good American’s Long Inseam Denim, a collection of jeans specifically designed with 33-inch to 37-inch inseams for women over 5’10.” The industry standard for women’s denim is 30-inch to 32-inch inseams.
The brand tapped WNBA rookie Angel Reese to star in the campaign for the launch. The brand said the campaign celebrates the Chicago Sky forward’s “tremendous accomplishments and athletic prowess, while championing representation of all women in fashion.”
Good American’s Long Inseam Denim collection includes Always Fits Good Legs Skinny Jeans, Good Curve Straight, Good Legs Flare, Good 90s and more. Jeans retail for $99-$159.
Mavi
Mavi has touched down in Vancouver. The Turkish denim brand opened a popup shop on Robson Street, a popular shopping destination in downtown Vancouver. The store will be open for the next six months.
The store stocks Mavi’s men’s and women’s spring assortment of denim, knits, wovens and accessories.
Mavi celebrated the grand opening on Thursday with a party featuring local vendors including non-alcoholic mocktails by DuchessDry Cocktails and treats by Karameller Candy. Local artist Olivia Di Liverto customized denim.
