Denim or Nothing
Earning the title of chess and Grandmaster securing the world’s top ranking in his teens, Carlsen has always played by his own rules. For the longest time, much like us, he has thrived on pushing boundaries and redefining expectations. For this reason, since 2010, we’ve been collaborating with the chess player, building a partnership on our shared revolutionary spirit, confidence, and innovative approach to both strategy and denim design. Changing the game together.
In 2024, during the World Rapid Chess Competition, the rebellious world champion made headlines by refusing to change out of jeans, which went against the event’s traditional dress code. Taking a bold stand, he chose to walk away from the competition rather than compromise on principle. Denim or nothing. Carlsen’s strong response has led the commission to change the dress code rules. Setting the stage for a long-awaited reunion with us.
28 August 2025
Collaborations
The King’s Gambit
Denim and chess masters reunited. Since 2010, we've been redefining the rules alongside World Chess Champion Magnus Carlsen, fusing our signature blues with his bold, unconventional strategies. A natural collaboration renovated for the season, with the chess king as the face of the campaign. Groundbreaking at our core.
Winning Moves Only
For our reunion campaign, Carlsen is in front of the lens of Dutch photographer Paul Kooiker, while showcasing pieces from our capsule collection. This includes a structured denim jacket, a tailored blazer, a shirt, and revisited versions of the Mosa and the Morry FWD jeans. All expertly crafted in selvedge denim for the occasion.
For our reunion campaign, Carlsen is in front of the lens of Dutch photographer Paul Kooiker, while showcasing pieces from our capsule collection. This includes a structured denim jacket, a tailored blazer, a shirt, and revisited versions of the Mosa and the Morry FWD jeans. All expertly crafted in selvedge denim for the occasion.
Explore the Collection
