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Lee® x Marilyn Monroe Capsule Is So HOT♨️

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We’ve already mentioned several times that the iconic denim brand Lee® was one of James Dean’s favorites. And today Lee is making us remember another movie star, long gone, but never forgotten….

Lee® celebrates Marilyn Monroe’s 100th birthday with a capsule reimagining her most famous looks.

The Lee x Marilyn Monroe Collection is a limited-edition capsule celebrating one of Hollywood’s most enduring icons. Created in honor of Marilyn Monroe’s 100th birthday and available to fans around the world, the collection reimagines some of her most recognizable looks.

The collection is inspired by images of Marilyn wearing Lee’s iconic Storm Rider™ jacket, photographed by Eve Arnold on the set of her final film. These famous photos have informed everything from the trims, labels, and graphics to the campaign creative and of course, a new version of that jacket.

Lee
Marilyn Monroe on the set of the Misfits, Nevada, USA, 1960

“The photos of Marilyn in the Storm Rider jacket have inspired Lee for decades. Her natural beauty and strength shine through as does the timelessness of denim. Our goal for this collection and campaign was to capture the essence of Marilyn’s aesthetic and the styles she made famous through a modern Lee lens. It’s a reimagining, not a replication and it will excite our consumers and her fans around the world,” said Vivian Rivetti, Vice President of Global Design, Lee.

Marilyn Monroe on the set of the Misfits, Nevada, USA, 1960

Like Marilyn, Lee has stood the test of time. The capsule honors a shared legacy rooted in authenticity, individuality, and timeless style, celebrating the confidence, glamour, and grit that defined Monroe and continues to inspire the Lee woman today.

“For a century, Marilyn Monroe’s influence has shaped film, fashion, and pop culture,” said Dana Carpenter, Executive Vice President of Entertainment, Authentic Brands Group, owner of the Marilyn Monroe estate. “The Lee x Marilyn Monroe collection thoughtfully celebrates her enduring style through iconic archival inspiration while introducing these timeless designs to a new generation of fans.”

In addition to the Storm Rider, the collection includes dresses, jeans, and tops. Size range is 24-34 for bottoms, XS-XL for other apparel. Premium fabrics, exclusive trims and palette, custom labels, signature lip embroidery and archival photography make the collection a wearable tribute to Marilyn’s lasting impact.

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capsule collection
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You can check out and shop for the complete collection here.

The post Lee® x Marilyn Monroe Capsule Is So HOT♨️ first appeared on Denimology.

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We Knew It Was the End, But Saying Goodbye Isn’t Easy

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A Legendary Raw Denim Is Going Away, Plus More News About Japanese Denim

I could as well have called this the “Japanese denim issue.”

One brand known for made-to-order jeans and an unusually broad range of fabrics is bringing back Japanese selvedge. 

Another—that I often call the heavyweight champ of Japanese denim—is saying goodbye to one of its most iconic fabrics. 

And then there’s a quick update from my own brand that might clarify what I mean when I say that it starts with “Made in Europe.”

In This Issue of the DH Weekly

  • SOSOBROTHERS is bringing back Japanese selvedge
  • The end of Iron Heart’s Ultra Heavy Raw (UHR)
  • Things Worth Your Attention
  • Building My Brand – Starting a new chapter for Weirloom
  • From the Archive – My A–Z Guide to Japanese Denim Brands

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The DH Weekly is my column and newsletter, out every Friday with new stories, product picks, industry observations, and a bit of denim history. Sign up below to get it straight to your inbox.

SOSOBROTHERS Returns to Japanese Selvedge

Japanese denim was part of the Swedish made-to-order jeans maker’s story from the beginning. But as the brand grew, the range expanded in new directions, and Japanese selvedge slowly disappeared from the lineup.

Now it’s back in the mix. But this isn’t simply about adding new fabrics—it’s about reconnecting with one of the influences that shaped the brand in the first place.

I spoke with founder Johan Blom about why Japanese denim matters so much, what’s changed this time around, and why this return is about more than just a fabric drop.

READ THE FULL STORY HERE

An Ode to Iron Heart’s Ultra Heavy Raw Selvedge

UHR has always stood apart from the rest of Iron Heart’s denims. It’s not sanforized. It isn’t one-washed. It’s loomstate, shrink-to-fit; selvedge in its purest form. After more than 15 years in the lineup, Iron Heart has announced that this latest restock will be the final one.

The story behind UHR is almost as interesting as the denim itself. Haraki-san was experimenting with a new fabric when a mistake in his calculations resulted in something completely different from what he had planned.

It’s woven at a tiny family-run mill in Japan with just two looms capable of producing this denim. Limited production has always been part of the story, and this is the last chapter.

My own pair of 888-UHRs

Iron Heart has been dropping it in different fits since April. Now the final fit arrived, and many sizes are already gone—the 634 straight is already sold out (on Iron Heart’s own site), but there’s still some stock left in other fits.

I’ve worn the UHR myself. I got it in the 888 fit when the denim was last available. At the time, I remember thinking it was almost too much denim—and honestly, I still think the red selvedge ID is a little too fat for my taste 😅

But that’s also part of what makes UHR special. It has a personality of its own. It was never designed to be an easy, middle-of-the-road denim, and I think that’s why it’s earned such a legendary reputation.

If you’ve ever wanted to experience UHR for yourself, this is your last chance.

SHOP IRON HEART’S ULTRA HEAVY RAW JEANS

Things Worth Your Attention

There’s been no shortage of new releases and restocks lately, but I may have gone a little overboard in the last couple of issues. So I’m trying something simpler here: one product, one reason to buy it.

I’m curious what you think about this format. Are roundups like this one useful? Would you rather see more or less of it? Let me know—I’m always trying to make the Weekly more valuable for you.

Building a Denim Brand

The behind-the-scenes of working on Weirloom.

Making Room for Weirloom in the Weekly

Weirloom grew directly out of everything I’ve learned through Denimhunters. But I’ve been treating it as something completely separate—as if I needed to apologise every time I mentioned it.

The DH Weekly is where I share what I’m working on, and while Denimhunters is obviously a huge part of that, it’s not the only thing I do.

Over the past year, a big part of my story and life has been building my own jeans brand. Going forward, I want to share more of what happens behind the scenes. Like a journal of building a jeans brand.

I won’t bore you with every little detail, but if I’m going to realise the plans I have for Weirloom, there will be plenty of interesting moments along the way—the exciting ones, the frustrating ones, and probably a few that don’t go according to plan.

I Can’t Build This Brand Alone

My friend and mentor Henrik Brund has told me several times that I need someone to help with sales for Weirloom. It looks like I might’ve found that person.

This goes back to something I’ve been thinking about since I started the brand. One of the biggest decisions I’ve had to make with Weirloom is whether to build a direct-to-consumer brand or try to get the jeans into shops. Because those are two very different models.

With wholesale, the shops that sell your products need to make money, which means you need to add a margin. But don’t be fooled; selling direct-to-consumer isn’t without costs either. You need to invest in marketing, so-called “customer acquisition,” shipping, and everything else that comes with building a brand.

In the end, I decided that wholesale was the right path for Weirloom. Not because I want to be everywhere, but because I believe the right stores can introduce the brand to people who would never discover it through my own channels.

Weirloom at the Mandatory show in January 2026

Since my first trade show in January, it’s been blatantly clear to me that I really do need someone to help with wholesale.

I love working on the product, telling the story, building the brand. Sales is a different skill set. And if Weirloom is going to become what I believe it can become, I need help from someone who knows sales.

So when I was approached by someone with two decades of experience doing wholesale at serious scale—who had already bought a pair of the First Edition jeans and shares my vision for what Weirloom can become—it felt like the perfect match.

We’re still in the getting-to-know-each-other phase, but it feels like one of those moments where the pieces start coming together.

The care label on a new Weirloom prototype I received recently

Weirloom Doesn’t Stop with “Made in Europe”

I’ve said many times that “it starts with Made in Europe”. I guess the image above explains what I mean about that.

From the Archive: My Guide to Japanese Brands

When I introduced this section of the Weekly, the idea was to bring back some of the stories that were published way before I started this column slash newsletter. But it also works for something else: pieces that aren’t necessarily years old, but are worth revisiting because they help tell the story.

That’s the case with my guide to Japanese denim brands. I published it in April, but I thought it was worth including again in this issue.

The guide covers all the Japanese denim brands you should know, from the big names that helped shape the scene to smaller labels doing interesting things with fabrics, fits, and construction.

If you’re looking to understand the Japanese denim landscape—or just wondering where to start—this is my guide for just that.

LEARN ABOUT THE BEST JAPANESE DENIM BRANDS

The post We Knew It Was the End, But Saying Goodbye Isn’t Easy appeared first on Denimhunters.

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Gap x Malcolm Todd – “Denim On Your Own”

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This Fall, Gap unveils “Denim on your own,” its Fall 2026 campaign starring musician Malcolm Todd and actress Inde Navarrette.

Set to Malcolm Todd’s original rendition of Robyn’s iconic anthem “Dancing on My Own,” created specifically for this campaign, Gap brings together two rising talents from different creative worlds. United by a shared confidence but distinct in their perspectives, the campaign showcases Malcolm and Inde alongside GapDenim as a canvas for their creativity and personal style.

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With this campaign, Gap is ontinuing its legacy of championing emerging artists, Gap brings music and style together to celebrate Gap Denim and individuality.

“For this campaign, we didn’t simply ask Malcolm to cove ‘Dancing On My Own,’ we asked him to reinterpret the song through his own perspective,” said Fabiola Torres, Chief Marketing Officer of Gap brand.

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“That same spirit of making something your own defines GapDenim. A collection designed to help people find the fits and styles that feel uniquely theirs. It’s how Gap has connected with culture for generations, and how we continue to inspire originality today.”

The video, directed by Tanu Muiño, with creative direction from Calvin Leung, Head of Gap Brand Creative, sees Todd break free of the boundaries of a bright white room, standing on his head and doing the robot in the company of one of the hottest Hollywood stars of the moment: Obsession’s Inde Navarette, each wearing their own Gap ensemble. 

You can shop for the clothes from this collaboration on the Gap website.

The post Gap x Malcolm Todd – “Denim On Your Own” first appeared on Denimology.

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How to Build a Stable Supply Chain for Your Kids’ Denim Business

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How to Build a Stable Supply Chain for Your Kids' Denim Business

A few years back, I watched a promising kids’ denim brand miss back-to-school season entirely. Their product was genuinely great – reinforced knees, adjustable waists, the kind of jeans parents rave about in reviews. But their fabric mill switched dye lots mid-order without flagging it, the shade mismatch failed their…

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The Rising Trend of Jeans as Shapewear

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The Rising Trend of Jeans as Shapewear

The Rising Trend of Jeans as Shapewear Jeans have been a wardrobe staple for decades. We all love them here! In fact, they might be the defining garment of the Western world over the past 50 years, and probably the 2000’s-2015’s for modern clothes. However, jeans have never been static.…

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D&J Vietnam | June 24-25, 2026 | Post Show

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Denimsandjeans Vietnam 2026 concluded its 8th edition successfully, bringing together the global denim value chain in Ho Chi Minh City over two days. The event continued to strengthen Vietnam’s
position as one of Asia’s most dynamic denim sourcing and manufacturing hubs. At the same
time, it offered focused discussions on innovation, sustainability, design,and the evolving opportunities
shaping the future of the denim industry in Southeast Asia.

OPENING CEREMONY

The event opened on June 24, 2026, with an Opening Ceremony. Mr. Vu Duc Giang, Chairman of the Vietnam Textile and Apparel Association (VITAS), shared insights on Vietnam’s growing potential within the global textile and apparel industry. This was followed by remarks from Dr. Dang Vu Hung, Chairman & CEO of PPJ Group, highlighting the role of Vietnamese industry leadership in shaping the future of denim manufacturing in Southeast Asia.

Visitor Profiles

The show welcomed more than 750 visitors across both days, with strong international representation.
Visitors included sourcing teams, designers, and decision-makers from Japan, Korea, China, Cambodia,
Sri Lanka, India, Hong Kong, America, and across Southeast Asia. Key international brands and companies in attendance included Gap, Levi’s, Calvin Klein, Muji, Edwin, ITOCHU, Terra Korea, L-World Korea, Crystal HK, Walmart, Saitex and many others. It also included major Vietnamese industry players such as Phong Phu, MGF, Vinatex, Nien Hsing Garment, Nha Be Garment, Thuan Hai Jeans, Marvel Cambodia. Alongside this, prominent Vietnamese local brands including V Sixtyfour, Yame, Routine, Blue Exchange, Ninomaxx, and many others were also present.

Trend Area

The Trend Area offered a curated lens on where denim is headed. Anachronistic Roots merged classic western workwear with East Asian heritage through dense rigid denim in herringbone and indigo plaids.
Bio-Tech Futurism showcased lightweight, bio-based stretch fabrics that look premium but are rooted in clean, circular manufacturing. Earth-Bound Pigments explored natural dyes & plant based blends of hemp, organic cotton , recycled fibers.Smart Utility & Tech Denim responded to Southeast Asia’s climate realities with moisture-managing, temperature-regulating fabrics. Cyber-Athleisure & Digital Aesthetics captured the screen-to-street sensibility through metallic and 3D jacquard denim that looks industrial but wears as softly as activewear.

Denim Bazaar

The Denim Bazaar was created as a platform for local artisans, small businesses, and emerging creators to showcase and promote their brands. Unlike the main exhibition area, the Bazaar (B2C space) focused on independent labels, handcrafted products, upcycled denim creations, accessories, and
small-scale collections. It gave visitors an opportunity to discover unique denim products while allowing local creators to connect directly with potential customers and industry professionals.
The idea was to support local talent and provide a space where smaller brands could gain visibility as part of the larger denim community.

Workshops

Workshops played a key role in engaging designers, students, and industry professionals through hands-on learning and experimentation. Renewjeans Workshop included denim painting and
customization workshop where visitors painted and customized denim tote bags, wallets, and canvas
artworks. Fabric for the workshop was sponsored by Viet Hong Denim. HMS Stone Workshop conducted a hands-on session where participants used HMS Designer Pens and stone wash inspired tools to customize denim products and experiment with surface design. Bottle Holders were
sponsored by Tuong Long Vietnam and Denim Bags were sponsored by Advance Denim.

Panel Discussions & Talks

AI In Denim: Opportunities, Applications And The Future Of Product Development

The discussion featured Jason Fernandez (Director Global Sourcing , Development , VF Corporation) and Michael Lam (Director, Advance Denim). It was moderated by Janet Lui (Senior Manager , Design &
Product Development – Denim Division , Crystal Intl. Group Ltd). The discussion addressed the opportunities and applications of Artificial Intelligence in denim, including its impact on product development and the future of design innovation.

Vietnam’s Denim Evolution: Local To Global

The discussion featured Khiêm Nguyễn Ngọc Duy (YAME) and Romeo M. Ordas (Viet Hong Textile
Dyeing JSC). It was moderated by Ana Paula Alves de Oliveira, Strategic Director at Be Disobedient.
The discussion explored Vietnam’s denim evolution, tracing its journey from local manufacturing roots to its expanding presence in the global denim supply chain.

When Creativity Meets Algorithms: The New Era of Generative Design & Product Development

The program included a presentation by Janet Lui, (Senior Manager, Design & Product Development
Denim Division at Crystal International Group Limited, HK). Titled “When Creativity Meets Algorithms: The New Era of Generative Design and Product Development,” the session outlined how AI and generative tools are reshaping design workflows, product development cycles, and creative possibilities within the denim industry.

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Post Show Report | D&J-Denimsandjeans India | May 6-7 , 2026

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The 8th edition of D&J-Denimsandjeans India was successfully held with participation from across the denim and textile value chain, bringing together manufacturers, brands, sourcing houses, and solution providers on a single platform.

Visitor Profile

The show welcomed over 1100 visitors, including leading international and domestic brands, retailers, and sourcing companies. Notable attendees included Tshepo Jeans, Inditex, H&M, Hugo Boss, Puma, PVH, Tommy Hilfiger, Calvin Klein, Ralph Lauren, Flying Machine, Levi’s, Target, Myntra, Amazon, The Pant Project, The Bear House, Banana Club, Bestseller, Rare Rabbit, Trends, Zudio, Lifestyle, Aditya Birla Group, All We Wear Group, Texport, Dynawash (Sri Lanka), along with several other buying houses and industry professionals.

The visitor mix reflected strong representation from design, sourcing, product development, and sustainability teams.

40+
Exhibitors
Denim Fabric, Garment Manufacturers, Accessory, Chemical, Laundry And Technology

10+
Countries
India, Italy, Austria, Republic of San Marino, USA, Singapore, Spain, Turkey, South Korea etc.

2000+
Visitors
Decision Makers From Top Denim Brands, Retailer, Buying House, Factory And Traders

5+
Seminar, Workshop,Talk
International Experts Who Spoke On The Latest Trend, Innovation, Sustainability And Technology

Exhibitor Overview

The exhibition featured a diverse group of companies across fibers, fabrics, garments, chemicals, trims, and technology.

Key Participants Included:
• Arvind Limited, Nandan Denim, Jindal Worldwide, LNJ Denim, Oswal Denim, Ginni International, Maruti Denim, Suryalakshmi, Syama Denims
• Reliance Industries, Birla Cellulose, Lenzing, LYCRA, Hyosung
• Tonello, Officina39, Brongo, Ramsons, Yilmak Makina, Vertex Technology
• Aadi Sustainability Solutions, Anubha Industries, Shakti Arts, Indaco Jeans, Ultra Denim
• Zaitex / Ravchem, Panam Biochem, SF Dyes
• Golden Fashion, Khyaati Leather, Fashion Accessories, Copen United
The exhibitor mix (40 companies) ensured representation across the full supply chain, from raw materials to finished garments and processing technologies.

Knowledge Sessions & Panels

The event featured a series of panel discussions, talks, and presentations addressing key industry themes across sourcing, sustainability, innovation, and market evolution.

From Meme to Mill: How Gen-Z Is Rewriting Fashion’s Supply Chain

Regenerative Cotton from India: From Farm To Fashion (Hugo Boss x Raddis®Cotton)

Rethinking Denim Texture: Innovation Starts At The Fiber

Indian Denim Brands – Reinvention Or Rejuvenation

Making India the Preferred Sourcing Destination: Vision, Readiness & Reality

From Process To Purpose – Where Technology Meets Sustainable Chemistry

Trend Area (WGSN) – A/W 27/28 Forecast

The Trend Area, curated in collaboration with WGSN, showcased key A/W 27/28 Denim Fabric, Wash & Finish Forecasts across two core directions: Unfiltered and Human Touch. The display translated global trend insights into practical design, material, and finish innovations for the denim industry.

A/W 27/28: Unfiltered
• Love Worn – Blue Fingers
Focused on aged, worn, and repaired aesthetics, positioning imperfections as a new status symbol. Key directions included weathered finishes, rust and pigment treatments, and visible mending, supported by sustainable materials such as recycled and regenerative cotton blends

• Crafted With Care
Highlighted construction-led design, with colourful threads becoming a defining feature. Emphasis was placed on sustainable sourcing, non-tradi-tional stitching details, and circular solutions such as dissolvable threads for improved recyclability.

• Truly Romantic
Introduced a softer, decorative approach to denim through lace, florals, and layered techniques. Lightweight blends and upcycled materials supported a feminine, occasionwear-inspired direction.

A/W 27/28: Human Touch
• Messy Play
Explored expressive, artistic finishes combining handmade and digital techniques. Key elements included bleach effects, pigment applications, and DIY-inspired customization.
• Moody Animal
Reinterpreted animal patterns in tonal, textured forms suited for winter, using techniques such as laser, jacquards, and coated finishes across darker colour palettes.
• Photo Real
Focused on bold, photorealistic and graphic prints, incorporating digital printing and layered surface techniques to create statement, narrative-driv-en denim.
Overall, the Trend Area emphasized a shift toward authenticity, craftsmanship, and expressive surface design, supported by sustainable materials and innovative finishing techniques.

Workshops & Engagement Activities

A sustainability-focused workshop by Karmann explored upcycling through hands-on activities using fabric scraps.
A key highlight was the inclusion of handcrafted keychains made by specially-abled artisans, bringing attention to inclusive craftsmanship and the value of their skill and creativity within the design ecosystem.
Participants engaged in simple stitching techniques and created small upcycled products, while the session also reinforced the importance of circular design and responsible material use
Conclusion
The 8th edition of Denimsandjeans India continued to serve as a focused platform for business interaction, knowledge exchange, and industry networking. The participation of key global and domestic players reflects ongoing interest in India as a sourcing destination and innovation hub for denim and related segments.

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