Johnny Was Reimagines Sasson Jeans in New Capsule Collection
Sasson, the jeans brand that helped usher an era of designer denim in the 1970s and 1980s, is back.
The legacy brand has teamed up with free-spirited California lifestyle brand Johnny Was for an eight-piece capsule collection of nostalgic styles reimagined for a new generation of consumers.
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“With the current fashion landscape experiencing a resurgence of nostalgia and vintage-inspired trends, it’s the perfect moment for Sasson to make its comeback,” Paul Guez Sasson founder, told Rivet. “Sasson was a defining brand in pop culture for several decades, and there’s a growing demand for the authenticity and style that Sasson represents. Reintroducing the brand now allows us to connect with both those who remember the original Sasson and a new generation of fashion enthusiasts who appreciate heritage brands with a modern twist.”
The first drop of the Johnny Was x Sasson collection features a blended assortment of three denim shirts, a jean jacket, a denim maxi skirt, and three jean silhouettes—wide-leg, flare and straight leg. Jeans are made with a blend of cotton, Tencel and Lycra denim. Johnny Was will also release a capsule of ready-to-wear essentials including tees and tops that can be styled with the denim pieces.
The styles selected for the collection draw on Sasson’s history while also considering what would resonate with today’s fashion-forward audience. “Each piece is a nod to the iconic elements that made Sasson a household name—impeccable fit, quality, and a touch of pop culture flair—while also incorporating Johnny Was’ unique boho aesthetic,” said Guez. “Additionally, we infused the collection with a Parisian influence, paying homage to Sasson’s roots and adding a touch of timeless elegance. Our goal was to create a collection that honors Sasson’s legacy while making it relevant and exciting for the modern market.”
“Sasson is a legendary name in fashion, particularly in the denim world, with a rich history of being a pop culture staple for several decades,” said Rob Trauber, CEO of Johnny Was. “Partnering with Sasson allows Johnny Was to tap into that iconic legacy while infusing it with our signature boho style. This collaboration is not just about creating denim; it’s about blending two powerful narratives—Sasson’s return to the market and Johnny Was’ commitment to artistic, free-spirited fashion. Together, we’re reintroducing Sasson to a new generation while celebrating its timeless appeal.”
The styles’ bohemian aesthetic is brought to life in a campaign starring Victoria’s Secret model Lily Aldridge. The collection is available for pre-order exclusively on the Johnny Was site. It will officially launch on Sept. 6. The collection retails for $178–$348.
Additional Johnny Was x Sasson drops will arrive this fall. “The response so far has been incredibly positive, and we’re eager to continue building on this momentum,” Trauber said about the partnership. “As we look to the future, we’re actively exploring what this partnership could become. This collaboration feels like just the beginning, there’s so much potential here and we’re looking forward to exploring more opportunities together.”
The collaboration follows the launch of Johnny Was’ first denim collection in March. The initial denim collection offered five fits—bootcut, boyfriend, slim boyfriend, baby boot and wide-leg—and a denim skirt all designed to complement the brand’s embroidered and vibrant print tops, tunics and silk kimonos.
The response to the collection has been enthusiastic, Trauber said. “Consumer feedback has highlighted the comfort, fit, and unique design details, affirming that this new addition to our collection resonates well with our audience,” he said. “It’s clear that the introduction of denim has been a hit, and we’re excited to continue building on this success.”
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