The songstress’ first tour in 1996 was aptly called the “Barefoot Tour.”

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This month, Hollister launched its women’s fall denim campaign with popstar Freya Skye. The collection celebrates self-expression, confidence, and the versatility of denim made for modern moments.

At the center of the campaign is Freya Skye, who embodies what it means to be “Made for this Moment.” Because she tours and lives in denim, Freya brings an authentic perspective shapedby her life in music and as a longtime fan of Hollister.

Through a series of dynamic images and video content, the campaign captures Freya on stage, behind the scenes and in everyday
moments, highlighting Hollister denim as a foundation for individuality. Together, Hollister and Freya celebrate personal style, encouraging customers to show up as themselves wherever life takes them.

“Denim has always been a staple of self-expression, and this Hollister collection reflects the personal style and individuality we see in our customers,” said Carey Collins Krug, chief marketing officer at Abercrombie & Fitch Co. “Music is central to how our customers express themselves, and Freya’s authenticity, creativity and energy make her a natural partner for this campaign.”

“Hollister has been a part of my life for as long as I can remember, and it’s always felt like a brand everyone connects to. I grew up with Hollister, so being able to partner together now feels incredibly surreal,” said Freya. “Hollister’s laidback, versatile style really reflects how I live, always moving between everyday moments and being on stage, which is why I love their denim. For me, the perfect pair of jeans is something I can wear all day, no matter the occasion.”

The new denim collection is available now in Hollister stores and online in sizes 00 to 20.

The post Hollister – “Made For This Moment” first appeared on Denimology.

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Outdated Archetypes, a Pair of Jeans I’ve Never Worn, and Why Fit Comes First

Raw denim has been my life for the better part of two decades. And yet, on any given day, you could walk past me on the street and have absolutely no idea what I do for a living.

I have a uniform. The foundation is a pair of regular straight jeans, mid-rise. A quality t-shirt, slightly boxy fit, usually white—lately, often the one from my own brand. And then on top, a plaid flannel. So far, pretty standard raw denim guy.

Then you look at my feet. Sneakers. Not Iron Rangers anymore, not engineer boots, not even a clean leather trainer. Slip-ons or running-inspired silhouettes. Sometimes, actual running shoes. And when it’s too long since my last haircut, I’ll also be wearing a (raw denim) baseball cap or my Heimat beanie.

That might read as style confusion. I’d say it’s what happens when you know your own denim style well enough that you don’t need to follow the rules anymore.

That’s what the style guide from the “New to Raw Denim” series is about: helping you find your direction before you start building a wardrobe—so that when you eventually ignore the rules, you’re doing it knowingly.

In This Issue of the DH Weekly

It starts with a pair of jeans I’ve never worn—and why that has everything to do with finding your denim style before you buy. This issue covers the style guide from my New to Raw Denim series.

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10 Denim Styles (Archetypes Revisited)

I first mapped out denim style archetypes a decade ago in Blue Blooded. Types of person, not just directions. It made sense at the time.

Going back to that work for the new style guide, I kept some, dropped some, and rethought the entire framing. The person-based labels felt too fixed. Nobody is The Cowboy or The Rebel. But plenty of people lean that way, mix a bit of both, and build a wardrobe around it without ever putting a name on it.

Some of these styles are genuinely denim-first—Cowboy, Rebel, Hippie. Pull the jeans out, and the look falls apart. Others, like Military or Streetwear, are more complicated: denim belongs there, but it’s not the anchor.

Maybe you always reach for a loose, straight cut and you’ve been pairing it with flannels and work boots without thinking twice—that’s not random, that’s what I’ve defined as Workwear style in the guide.

Or maybe you wear slim straight jeans, a white tee, and a leather jacket every time—that’s Rebel, and maybe you are too. Or you’re the guy in the relaxed fit, the big Oxford shirt, the 90s trainers—Dad Style, and you’re in good company.

Most people already have a denim style of their own. The guide just names it. Which of these is yours? That’s what the guide is for.

Why Fit Comes First

Years ago, I was gifted a pair of Levi’s Vintage Clothing 1915 jeans—produced in 2010, as best I can tell. Made in the USA from Cone Mills selvedge. No belt loops, suspender buttons, a cinch-back, a cut so high-rise and wide in the leg that it belongs to a different era entirely.

Objectively, they’re very special jeans. The kind you don’t just go out and buy. But I’ve barely worn them.

As I was digging through my stack of jeans looking for those LVCs writing this Weekly, I found another pair that proves the point just as well: a pair of Wrangler Bluebell 11MW, also gifted to me. Never worn outside the house. Not once.

The cowboy aesthetic has crept into my peripheral vision lately—Yellowstone, Instagram, people like Albert Muzquiz wearing it with total confidence. Maybe it’s time I wear them, but I digress.

The point is that both pairs have been sitting there more or less unworn for years. Not because they were the wrong size, or even the wrong fit. But because they didn’t fit my style at all.

That’s what fit actually does. It’s not just about how jeans sit on your body. It’s about where they point the whole outfit. Know that first, then find your archetype.

The Full Series Is Already Live

The guide that this Weekly is all about is part of the New to Raw Denim series. If you know your denim style, the next guide shows you what to actually build around it. Or start at the hub and go from there.

I’d also like to know what you think of this format. These guides are something I want to work well for people coming to Denimhunters for the first time, and if you’ve been reading the Weekly for a while, you’re exactly the person I want to hear from.

The post Denim Style Guide: Find Your Lane Before You Start Buying appeared first on Denimhunters.

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Fall 2026 isn’t about one dramatic shift—it’s about elevating denim through wash, construction, and styling.

The collections we have previewed suggest that denim is becoming more sophisticated rather than more extreme. The focus has shifted from oversized proportions and heavy destruction toward quality fabrics, thoughtful construction, and versatile silhouettes that can move easily between casual and tailored wardrobes.

Three clear themes have emerged:

Polished denim: dark indigo, clean straight-leg and bootcut fits, and tailored styling.

Craft-driven denim: patchwork, embroidery, raw edges, and subtle distressing.

Refined statement denim: decorative treatments, embellishments.

As for the fits, the fall season is defined less by one silhouette and more by a move toward refined denim with “character”. Instead of a dramatic return to skinny jeans, designers are settling on a middle ground.

Stay tuned here @Denimology for more trend reports coming up soon.

The post Denim Trends For this Coming Fall 2026 first appeared on Denimology.

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KSENIASCHNAIDER debuted on the London Fashion Week catwalk with the collection, titled UTC+0, exploring what it means, and how it looks, to be a modern human.

Co-founder, Anton Schnaider, takes the design lead, continuing the brand’s philosophy of “design minus design”.If it can be used, it should be reused, if it can be recycled, it should be recycled, if it can be upcycled, it should be worn.

UTC+0 collection reflects on form and stereotypes, exploring the idea of the garment itself. Upcycling, distorted denim, AI experiments, deconstructed forms and soft silhouettes, patchwork, sheer organza, and certified organic fabrics by Indigo Textile.

A total mix of inspirations and concepts, realised across reworked bombers, trenches, bodysuits, dresses, embroidered shirts, and denim experiments. Rather than chasing direct references, Anton works with raw codes, breaking them down and rebuilding them into something new, creating a new logic of dressing.

The collection takes on post-branding – logos are not applied, but implied within the structure of a patch, the shadow of a logo, the outline of a label, carrying the logic of branding without the mark itself. 

This season KSENIASCHNAIDER joins forces with Lee Cooper in a limited capsule collection fusing Lee Cooper’s authentic British denim legacy with Schnaider’s avant-garde, upcycled aesthetic.

Founded in London in 1908 with beginnings in workwear, Lee Cooper’s rich history over a century established its iconic status as the Original British Denim brand making it the natural partner for one of contemporary fashion’s most pioneering denim visionaries to make their London Fashion Week catwalk debut. 

The collaboration covers four women’s and six men’s looks as the designer reintroduces menswear on her return to London Fashion Week. Crafted from upcycled Lee Cooper denim, each reworked item is individually assembled in Schnaider’s Kyiv studio.

This collaboration unites heritage values and craftsmanship with experimental design to create a dialogue between authenticity and innovation, merging classic denim DNA whilst pushing the fabric’s story forward for a new generation.

This season also saw the continuation of KSENIASCHNAIDER’s viral Cubic Denim line, which debuted at Ukrainian Fashion Week in Kyiv last season.

KSENIASCHNAIDER’s Cubic Denim range is a radically un-radical protest against the increasingly volatile and competitive world we all find ourselves in, challenging the idea of having to constantly reframe and re-imagine circumstances and instead refusing to be forced to think outside the box.

Sometimes simple in-the-box thinking should be enough. This idea is taken to the literal extreme, reworking KSENIASCHNAIDER’s signature denim and applying it to cubic boxy over-exaggerated silhouettes, a concept which returns for Spring/Summer 2025 in office shirts and tailored trousers in square and architectural forms.

This season KSENIASCHNAIDER keeps us guessing – each silhouette is left unfinished, open to interpretation.

The post KSENIASCHNAIDER – A Modern Human Capsule! first appeared on Denimology.

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Willy Chavarria is one of the few major designers not participating in the industry’s shift toward slimmer denim.

Instead, he demonstrates that volume can still feel modern when it is precisely tailored and fluid rather than oversized for its own sake.

This makes his denim an important counterpoint to the Spring 2027 trend narrative. While many luxury houses are moving toward slim-straight and clean dark indigo jeans, Chavarria proves there is still room for relaxed fits.

Provided it is cut with intention and styled with sharp tailoring instead of casual excess. His collection reinforces that the future of denim isn’t about one dominant silhouette, but about well-executed proportion.

Let us also point out that there was a lot of leather included, in many different colors.

Check out the video below for the complete Spring 2027 show.

YOu can purchase Willy Chavarria clothing at Bergdorf Goodman and at Farfetch.

The post Willy Chavarria – Spring 2027 Lookbook first appeared on Denimology.

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Yes, we’ve all been made aware that the Fall/Winter 2026 denim collections have moved away from ripped, destroyed, oversized….

And here’s the most curious thing! Even though all our denim previews pointed to dark wash indigo and raw denim, the ‘”streets” clearly still haven’t adjusted – yet! (Read more here)

In the gallery below you will see that most of the denim styles captured in Paris and Milan feature mainly light wash denims, some heavily faded vintage washes, ripped and destructed denim…. still! But, of course, there were also a few “exceptions” (of darker washes)!

Check out the dark wash denim and the totally destroyed jeans in the background!

And, once again, thank you, Phil Oh, for once again capturing so many beautiful looks!

(images Phil Oh)

The post Street Looks – Ripped and Destroyed Denim … first appeared on Denimology.

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PHILIPP PLEIN debuted their Spring/Summer 2027 Collection at The PHILIPP PLEIN store in Corso Venezia during Milan 
 Fashion Week.

The collection draws inspiration from the iconic summer in the city and the fashion-conscious men who live there.

The German designer, Plein, noticeably shifted toward a cleaner, more tailored menswear collection before returning to the brand’s signature glamour in the second half of the show. Denim reflected this evolution: classic silhouettes first, followed by embellished statement pieces.

And, instead of relying on oversized logos, Plein let embellishment become the focal point.

Unlike many other brands, Plein stayed committed to relaxed proportions, such as baggier fits and wider legs.

The washes were relatively restrained, ranging from deep indigo to medium blues, including slight fadings and little distressing with just a few exceptions. This cleaner approach marked a departure from the aggressively washed denim that had characterized some of the brand’s earlier collections.

PHILIPP PLEIN’s latest creations stand apart from many other Spring 2027 collections by embracing decorative luxury rather than minimalism. While many designers are emphasizing quiet, refined denim, Plein continues to celebrate statement dressing through crystal embellishment and high-impact finishes.

You can shop for PHILIPP PLEIN clothing at Farfetch and at Nordstrom.

The post PHILIPP PLEIN – Spring/Summer 2027 Menswear first appeared on Denimology.

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15 Years in a Timeline, a Guilty Confession, and Finally Creating My “New to Raw Denim” Series

“How did you start your journey with Denimhunters?” That’s not a made-up hypothetical question; someone actually asked me this recently.

If one person asks it, there are probably a thousand others who’ve wondered the same thing and never bothered. I decided it was time to finally write down the answer.

Denimhunters turns fifteen this year. And I have a big birthday coming up—one that ends with a zero (and begins with a four). It felt like a good moment to share the full story.

Fifteen years is a long time to do anything. Long enough to make plenty of mistakes, rebuild more than once, and eventually—finally—get to a place where the site is actually the thing, not the side thing.

In This Issue of the DH Weekly

This issue is about the origin story of Denimhunters—fifteen years told through a set of “why” questions, part of the New to Raw Denim series. Plus a full timeline of the site, the guilty-side-project years, and some of what led me to even start the site.

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The DH Weekly is my Friday column on raw denim and heritage menswear. If you found this through the New to Raw Denim series, this is where the conversation continues.

Denimhunters Timeline: Fifteen Years, In Order

This issue is about the story behind the site. What follows is the full timeline, with the parts that didn’t make it into the origin story in the series.

2011 (January 30) – Denimhunters launches in Danish, because there’s nowhere in Danish for people who want to understand raw denim.

2012 – The site grows from a personal project into something bigger, with contributors and the first signs that it could become more than just me writing about jeans.

2013 – Denimhunters has a booth at Bread & Butter in Berlin—twice—literally placing the site alongside Clutch Magazine, Men’s File, and Heritage Post. On my honeymoon in the US, I get a private tour of the Levi’s archive in San Francisco with Lynn Downey.

2014 – Things get more ambitious, with partners involved and a drop-shipping webshop that never quite becomes the business I hoped it would.

2015 – The partnership ends. I keep the name and the domain, lose most of the content with traffic, and rebuild the version of Denimhunters you’re reading now.

2016 (May) – Blue Blooded is published by Gestalten, turning my early years of research, retail experience, and denim obsession into my first book.

2017 – The Denimhunters Academy launches as a paid video course. It teaches me plenty, but it doesn’t become the business I’d hoped for either.

2018 – I focus on Instagram, including the Blue Blooded Instagrammers Q&A-series.

2019 – The Denim & Boots Podcast launches in April. Bryan Szabo’s first article appears in the autumn. In the winter, the Blue Blooded Portfolio series becomes the last project that follows the site’s old logic: good stories, strong content, no obvious business plan.

2020 – I launch The Denimhunters Podcast, build my Denim Encyclopedia, and Bryan and I begin working on what becomes the Well-Made Essentials.

2021 – During COVID, I take a full-time job in another industry after practically giving up on Denimhunters ever becoming the thing I could do for a living. It results in an existential crisis, and I nearly hand over control of the site. I quit that job in April, 2022.

2022 (October) – The Rebel’s Wardrobe is published, growing out of the Well-Made Essentials work Bryan and I had been building together.

2023 – Bryan and I create and publish the Rebel’s Outfit special issue of Heritage Post, which proves more commercially successful than the book itself. I also start working on what becomes my own brand, Weirloom.

2024 – My decade-long BESTSELLER consulting work ends. Freelancing work continues, but the old safety net changes, and Denimhunters has to earn real money.

2025 – I launch Weirloom, while Denimhunters starts generating real revenue more consistently through buying guides and affiliate income.

2026 – Fifteen years in, Denimhunters is closer than ever to standing on its own.

The full story covers all of this in more depth—including the “why” behind each decision, the partnerships that went wrong, the years when the site nearly disappeared, and what any of it has to do with growing up in a part of Denmark with wide open spaces and very low ceilings.

The Guilty Part

For the longest time, running Denimhunters felt like something I did on the side. Not in the entrepreneurial, aspirational sense—but in the feeling-super-guilty-about-it sense.

It was the thing I did when I was supposed to be doing something else. The work I’d open when I had a deadline. The tab I’d switch to when my concentration drifted. It was fun. It was also procrastination. And those two were entirely compatible.

Something shifted in 2025. The site finally started generating real money—consistently, for the first time. I’d set a goal for the year, and I beat it by way more than I expected. The revenue has found a new plateau since, and I’m still getting used to the feeling that this is now my actual work.

This year has been about doing the things I’ve been putting off. My guide to the best denim brands and the one about Japanese denim brands—I don’t think anything like it exists elsewhere. My shop guide series. And now my New to Raw Denim series, which I’ve wanted to build for years and finally did.

Before There Was Denimhunters …

If you watched The Sopranos—maybe more than once, like me—you’ll remember A.J., Tony’s son. He never quite fits the mould; he’s restless and doesn’t know what he wants—except what he’s got isn’t it.

That was me. The other kids were into soccer and mopeds. I played guitar, skateboarded, and was drawn as much to the gear and the clothes as to actually doing either. I was shy and introverted. I blush easily—my friends called me “Red,” and it wasn’t only because of my hair.

In 2008, during my bachelor’s in Aarhus, I got a part-time job at [ei’kon]—the leading menswear store in the city, carrying A.P.C., Edwin, and even the first Indigofera collection. Per Olsen, the store manager, brought me to trade shows. Tommy Rasmussen, the owner, became a mentor—one of the first people I called when I started Weirloom.

In the summer of 2010, I graduated and moved to Copenhagen. I spent a year as a buyer and deputy manager of a Samsøe & Samsøe shop, reading From Cowboys to Catwalk in every spare moment, half-dreaming of writing something like it. It was there that I first went to Bread & Butter in Berlin—and that’s when I launched Denimhunters.

The Full Series Is Already Live

I wrote the story about the site first. It felt like the natural beginning—the “why” before the “what.” But once I had it, I realised it couldn’t go first in the actual series.

If you’re new here, you don’t know me yet—and if you don’t know me, the story of how I got here probably doesn’t mean all that much. So the practical guides needed to go first in the series. But here, for the DH Weekly, it makes more sense to lead with the story.

For the rest of July, I’ll be publishing Weeklies about the other parts, with some context around each of them. But if you’d rather not wait, the whole series is already live.

If something in this story surprised you, or if the format doesn’t work for you, I’d love your feedback.

The post I Wrote My Story, Then Built the One Thing This Site Was Missing appeared first on Denimhunters.

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