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The newly engaged NFL star served as creative director of the AE x Tru Kolors by Travis Kelce.

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Why This First Pop-Up Shop for My Brand Feels Like Coming Home

Weirloom is online-first. But it’s not an online-only brand.

I want to sell my jeans in stores. Because no matter how detailed I make the product descriptions; no matter how good the photos are; no matter how much effort I put into talking to customers before and after they order—nothing beats seeing, feeling, smelling, and trying on a pair of jeans in person.

And the best place to do that in Copenhagen is at Brund—for me, and for Weirloom.

That’s why, from Thursday to Saturday, September 11–13, Weirloom will have its first-ever pop-up there. 

I’ll be in the shop all three days, and on Thursday afternoon, we’ll host an after-work hangout from 16:00 to 18:00.

Why Brund Is the Perfect Location for a Pop-Up

Brund isn’t just another store—it’s where my denim passion really took root and matured into my livelihood.

I first met Peter, Brund’s store manager, back in 2009 in Aarhus. At the time, I was working part-time at [ei’kon], he was selling Wrangler, and we met during a sales meeting for Blue Bell.

I met Henrik, Brund’s owner and founder, in the autumn of 2010. He sold me a pair of Red Wing 877s, and probably sensed that I was more than casually interested in denim (and the store). 

A little over a year later, I joined the team. I manned the shop, helped with online communication, and even supported Henrik’s agency. Over the years, Brund has been a constant anchor in my denim journey.

So bringing Weirloom into Brund isn’t just a pop-up. It feels like a return to where my career in denim really took off—and a natural first step into shops for my brand.

This wouldn’t be possible without the trust and support of Henrik and Peter. They’ve handed me the keys to the store for the weekend. That kind of trust means a lot to me, and I’m grateful they’re backing Weirloom in this way.

The Three Days of the Weirloom Pop-Up at Brund

Thursday to Saturday, Sep 11-13: I’m in the Shop

I’ll be in the shop all three days. If you want to try on the jeans or just chat about denim, drop by.

• Thursday (10:00-18:00): I’ll be there together with Mikkel, and we’ll serve drinks and snacks in the afternoon.
• Friday (10:00-17:30): I’ll be manning the store solo, wearing all my hats: Brund, Weirloom, Denimhunters.
• Saturday (10:00-15:00): Mikkel is back together with me.

Thursday, 16:00-18:00: After-Work Hangout

In the afternoon on the first day of the pop-up, we’ll be serving beers and snacks. 

I won’t be giving speeches, and there won’t be any boring slides. Just a casual chance to talk denim, ask questions, and hang out together.

Exhibition: My Fade Journey—From LVC to Weirloom

One of Brund’s windows will feature a selection of my own well-worn jeans—not Weirlooms, but jeans from Levi’s Vintage Clothing, Iron Heart, Indigofera, and more, all of which have been part of Brund’s lineup at some point. 

They’re not just for show; they’re part of the story of how I came to design Weirloom. If you’ve got your own faded jeans, bring them along—we’d love to see them.

Save the Dates: September 11-13

The Brund x Weirloom Pop-Up is open to everyone. No registration is required, the shop will be open as usual—just drop by the store September 11–13. 

I especially hope to see everyone in the Copenhagen area who already has a pair of Weirlooms—come by, say hi, and wear your jeans. 

If you want to stay in the loop, you can:

• Sign up for the Weirloom Weekly newsletter (in the footer on the product page)
• Follow Weirloom on Instagram

There’ll be beers and snacks for the Thursday after-work hangout, including alcohol-free options—because some of us have to work 😉

The post Weirloom Pop-Up: Buy My Jeans at Brund appeared first on Denimhunters.

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Levi’s^® unveiled its new global Icons campaign, starring Grammy-nominated country artist Shaboozey alongside acclaimed chef, restaurateur, and Emmy-winning television star Matty Matheson.

The new Icons campaign features three cinematic films starring Shaboozey with Matty Matheson, capturing the Western Spirit Levi’s shares with its wearers – scrappy, quick-witted, with a side of reckless. 

Directed by renowned filmmaker and tastemaker Glenn Kitson with cinematography by Galo Olivares (Roma, Alien: Romulus), the campaign’s three films showcase three of the brand’s most legendary icons. The 501^® Original, the Trucker Jacket, and the Western Shirt.

More than an aesthetic, the campaign offers a way of moving through the world with equal parts defiance, mischief, self-assuredness, and dry humor. It’s about being life-skilled and self-taught, making something out of nothing — turning any day into a story worth telling. 

Each short film drops viewers into a moment already unfolding. “The Jean” highlights the 501^® Original with the tagline “Stronger than most relationships. Since 1873,” capturing the legendary durability that has  made these jeans a cultural cornerstone for over 150 years.

“The Jacket” features the Trucker Jacket that’s “Worn to be remembered. Since 1967,” celebrating a life well-lived in the iconic piece that has transcended generations. Finally,

“The Shirt” showcases the Western Shirt with “Putting the wild in West. Since 1926,” embodying the perfect balance of toughness and flair that defines this timeless garment.

“Working with Levi’s^® feels like coming home,” said Shaboozey. “These legendary Levi’s Icons aren’t just clothes – they’re part of who I am and they all tell a story. This campaign captures what makes them so special and what the Western Spirit means to me.”

The campaign reunites Levi’s^® with Shaboozey. The brand has previously created custom pieces for the beloved artist for multiple performances and editorial features, reflecting an ongoing creative partnership and shared commitment to authentic self-expression.

“Levi’s has always been about more than denim, it’s about the spirit of the people who wear it,” said Kenny Mitchell, global chief marketing officer of Levi’s®. “Shaboozey brings a genre-blurring, confident nonconformity that feels right at home in Levi’s, and Matty’s got that same self-made, mischievous spirit. We wanted to imagine the kind of world they’d create if left to their own devices. Paying homage to our history, even the ads, in a way that feels unmistakably Levi’s.”

The new films will roll out beginning August 25th across digital and social platforms, with accompanying print campaigns showcasing the timeless appeal of these iconic Levi’s^® pieces.

You can explore the Levi’s Icons on their website and follow @levis on Instagram and TikTok.

The post Levi’s® Western Spirit – New Icons Campaign first appeared on Denimology.

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The Sri Lankan denim fabric import market in 2023 and 2024 shows notable growth in overall volumes and a change in supplier rankings. Total imports expanded, reflecting continued strong demand from the domestic apparel sector. The supplier base stayed concentrated, with a limited number of major exporters dominating the market. This report provides a detailed comparison of Sri Lanka’s denim fabric imports in 2023 and 2024.

Rest of the report is visible to our paid subscribers. In case you wish to contact us for more info at , send email at mktg@balajiinternational.com . To see all protected reports titles,visit this page http://www.denimsandjeans.com/subscriber-only-reports-3

The post Sri Lanka’s Denim Fabric Import 2023 vs 2024 – A Comparative Analysis appeared first on Denimandjeans | Global Trends, News and Reports | Worldwide.

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Mingyu, member of SEVENTEEN and long-time Calvin Klein collaborator, headlines the Fall 2025 denim campaign, marking his third major collaboration with the brand.

Photographed by Torso, the campaign leverages studio-set imagery – polished, minimal, and intentional – allowing Mingyu’s effortless charm to drive the story. Balancing between nostalgia and modern, the campaign is rooted in vintage 90s styles refreshed with bold monogram detailing and clean visuals.

The capsule collection, comprised of 20 pieces, leans into Calvin Klein’s signature ‘90s aesthetic. Featured are wardrobe staples like straight-leg jeans (available in new vintage and dark indigo washes), classic tanks and underwear, T-shirts, a retro-inspired trucker jacket, and sweatshirts.

And judging by the campaign video and images, the waistband is at the center of the season. Pulled above denim and set beneath shirting or tanks, it acts as disclosure. It’s part base layer, part message. Calvin Klein has used this signal since the Marky Mark years, but the campaign sharpens it into a recurring beat.

The post Calvin Klein x Seventeen Mingyu Ad Campaign first appeared on Denimology.

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Okay, so we know that the whole fashion industry is already focusing on the upcoming fall and winter seasons. But we also believe in living the moment, living the right now.

We don’t want to think – yet – about what to buy for fall but more like what are we going to wear today. Especially with so many amazing end of season sales going on.

So let’s talk about ripped and destroyed jeans. One of the few “evergreen” and “everlasting” fashion must-do’s on practically everybody’s list. Because honestly, you can’t say that about many clothing items. Of course. there are the classics like tailored pants and your go-to-your-office-clothes. But shouldn’t we in all good faith also call ripped jeans a classic?!

This said, we all know that next summer, and the next… ripped jeans aren’t going anywhere. Investing in a cool pair of destroyed, destructed and ripped jeans is definitely worth looking into. And that’s exactly what our team has been doing these past weeks.

And on a side note: We find it very interesting how this trend has evolved from rebellious fashion to polished style statements. Ripped jeans are very much on the map right now and for the coming seasons. albeit they’ve matured. We suggest strategically placed rips on trendy styles like wide-leg, straight-cut, or relaxed fits. It’s about controlled edge, not overkill.

In our galleries below you can find our favorite bad boys available right now. AND – most of them on sale.

This said, we hope you’ll find your newest favorite ripped BFF right here:-)

SIGNATURE8 Dissed Ripped Jeans ($55)

Anine Bing Ripped Jeans ($191)

Madewell The Curvy Perfect Vintage Ripped Jeans ($69.97)

Icon Denim LA Poppy Wide-Leg Jeans ($186)

EDIKTED Xenia Ripped Low Rise Wide Leg Jeans ($78.40)

Grey Lab Cutout Ripped Jeans ($90) – also available in a light blue wash

Pacsun Casey Low-Rise Baggy Jeans ($45.46)

The post No. Summer Isn’t Over – Ripped Jeans Anyone?! first appeared on Denimology.

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