Loose Threads: Levi’s, True Religion and Denham
Here’s a quick roundup of the latest news from leading denim brands.
Levi’s
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Country/pop star Jessie Murph will headline the Community College Concert Competition’s first Vote Early concert on Oct. 24 at the Austin Community College District.
The concert is part of Levi’s and Showtime/MTV Entertainment Studios’ Community College Commitment, a nonpartisan initiative aimed to close the voting gap between U.S. community college students and those at four-year universities. Levi’s announced the partnership in May.
Community colleges had a five-month window, between April and September, to host qualified voter engagement events and submit the nonpartisan democratic engagement plans necessary to be entered for a chance to win the on-campus concert.
Students Learn Students Vote (SLSV) Coalition, the ALL IN Campus Democracy Challenge (ALL IN), and Good Trouble Collaborative also helped organize the competition.
Levi’s and partners launched the Community College Commitment to increase community college voters. Though community college students accounted for approximately one-third of U.S. post-secondary students in 2020, the initiative reports that the national voting rate for community colleges was nearly 10 percentage points lower than four-year universities in the last presidential election.
“We are so grateful to Jessie for lending her time and voice to help increase voter engagement on community college campuses,” said Alexis Bechtol, director of community affairs, Levi Strauss & Co. “As part of a broader campaign to reach a critical but often forgotten demographic of young voters, this concert is a key piece of the Community College Commitment’s effort to ensure that as many Americans as possible are empowered to take part in our democracy through their voice and their vote.”
True Religion
True Religion regrouped with Jayda Cheaves for a “hyper-feminine, super sexy, and highly embellished women’s collection.
A shrunken denim jacket and jeans with metallix Lurex thread are among the collection’s highlights. Jean styles include crystal-embellished skinny jeans, cargo bootcut jeans, leopard print jeans and baggy. Crystals also decorate off-the-shoulder tops and track suits.
“We love everything about Jayda, and designed a collection that reflects her maximalist style, fierce attitude, and more is more ethos,” said Tina Blake, True Religion senior vice president of design and brand image.
The collection retails for $59-$249. It is available in True Religion stores and website as well as in select Urban Outfitters, Tillys, and PacSun locations.
The line builds on the success of last fall’s “True Baddie” collection with the television personality, entrepreneur, and influencer. True Religion reports that the True Baddie collection drove double digit sell throughs in its growing women’s apparel category.
“We were thrilled to partner again with Jayda for another incredible campaign,” said Kristen D’Arcy, True Religion chief marketing officer. “Last fall, Jayda’s content helped True Baddie surpass all of our expectations. Our shoppers spent 103 percent higher than average time on our website, and we saw a 211 percent increase in conversion rates. Jayda’s teaser on her Instagram stories contributed to the collection selling out within a few short weeks.”
Denham
Denham is prepared for winter. The Dutch denim brand unveiled a new collaboration with French outerwear brand Jott, offering the aesthetic of denim and the comforting warmth of down jackets.
“Inspired by the maritime heritage of both Marseille and Amsterdam, the collection celebrates the union of two iconic port cities where craftsmanship and innovation come together,” Denham stated.
Lightweight and breathable, the limited-edition styles are perfect for early winter. Men’s jackets include the DXJ Aero, a light wash padded jacket with an oversized fit and the DXJ Travail Work Jacket with an insulated layer. The women’s DXJ Aero jacket has a cropped fit. Rain shell jackets and packable down jackets are available for men and women.
Jeans in the collection include the men’s slim fit Razor DXJPM and the women’s Miku DXJ wide flare jean made with thermoregulating fabric.
The collection retails for $155-$465.
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