Brightened Blues

Emerged to replicate the worn-in-look of denim, pre-washing achieved results previously only obtainable through years of wear. Indigo, originally a powder dissolved in water, binds solely to the yarn's surface without penetrating its core. This effect, known as a “ring dye,” ensures that jeans will fade over time, gradually revealing the undyed core. The resulting wear patterns reflect the lifestyle and style of the wearer — a process that demands patience and time. Pioneered and perfected in the late ‘70s, pre-washing revolutionized the industry, eliminating shrinkage while softening the fabric. Techniques like whiskering, abrasions, and honeycombing were replicated on brand-new denim, giving each pair of jeans its own distinct personality. A turning point for the industry.

Washed-out to new extremes, our denim has never been lighter. This season, in our strive for innovation, we unveil the ultimate faded capsule. Both effortless and versatile, this fabric is ideal to embrace the warmth of sunnier days, from casual morning strolls to date nights. Signature jeans styles like the Mosa and Bend 3D are reimagined in radiant washes, offering a contemporary take on timeless staples. Adding to the lineup, the collection introduces bold new additions, including relaxed balloon pants, oversized shirts, and a modular vest for a dynamic layered look.