Blog

Wrangler partnered again with country music star Lainey Wilson. This time it is for Wrangler’s Spring 2026 ad campaign.

This newest collection is focused on Western heritage, boho flair, and definitely bold denim styles. Blending classic Wrangler denim with Lainey’s rock-n-roll meets cowgirl aesthetic.

Yeah, when Wrangler and Wilson team up, you can count on two things: authentic western style and badass feminine flair!

You can check out the key denim looks below:

Embroidered Denim Vest
A Western-inspired sleeveless denim vest with vintage styling and embroidery – perfect for layering over tees or shirts.

Novelty Pull-On Flare Jean
Retro-inspired flare jeans in an indigo wash that nod to both 70s silhouettes and festival style – comfortable and expressive.

Embellished Mae Bootcut Jean
Bootcut jeans with decorative touches and Western flair, a standout piece for spring.

Wide-Leg Jeans
Special collab “Wrangler × Lainey Wilson” wide-leg jeans in a high-rise with a relaxed fit.

To sum it up, the Apring 2026 collection is all about Western roots with a modern and wearable feel. A blend of classic Wrangler craftsmanship with Lainey’s personal style cues.

As mentioned above, key fits lean toward flares, bootcut denim, and wide legs, aligning with ongoing Western and 70s revival trends. And decorative elements (embroidery, stripes, graphics) make them stand-out fashion statements rather than basic blue jeans.

The Wrangler x Lainey Wilson collaboration capsule is now available to buy on the Wrangler website.

The post Wrangler x Lainey Wilson Spring 2026 Campaign first appeared on Denimology.

DENIM and PATCHES sourced this post originally published on this site

The Soorty x Miles Johnson “Heroes of the Past & Future” exhibit uses AI to see denim’s rugged past for modern workwear.

DENIM and PATCHES sourced this post originally published on this site

A new venture aims to integrate innovation, process efficiency and sustainability for global denim manufacturers.

DENIM and PATCHES sourced this post originally published on this site

In This DH Weekly: Thoughts on Trade Shows and a Pre-Order Window Closing

Some dates are more than just deadlines. Taking Weirloom to its first trade show feels like one of those moments.

It’s not just a logistical milestone—it’s a meaningful one. Because while the brand is still young, this next step connects all the way back to where my journey started.

There’s also news to share on the product side—about what’s in the pipeline, what’s in production, and what’s ready to ship. Let’s get into it.

From URL to IRL: Weirloom’s First Trade Show Feels Like Going Full Circle

Trade shows have always been—and will continue to be, I believe—a vital part of the clothing industry. They’re where makers and brands present what they’ve built to the shops and people who help bring those products into the world. And for me, they’re also where it all started.

Next week, I’ll be exhibiting with Weirloom at a trade show for the first time.

The show is called Mandatory, and this is its fourth edition. It’s held in the iconic Øksnehallen venue, right next to the central station in Copenhagen. It’s run by two people who each have more than a decade of experience organising trade shows in our capital. In many ways, it’s the underdog show—but that also makes it more curated, possibly more interesting, and surely easier to navigate.

The show runs from January 28 to 30, and I’ll be there with Weirloom all three days.

It’s taken a lot to get ready. I’m still putting the final touches on my presentation as I type this—building a pitch deck for retailers, sorting out all the logistics, even coordinating childcare with my mother to make sure I can actually be there. This is part of the deal when you’re running a brand all by yourself.

What This Moment Means for Me (and Weirloom)

Mandatory is part of the trade show season (or circus, if you will). A couple of weeks ago, there was Pitti Uomo in Florence. Last weekend, I made a quick one-day trip to Berlin to visit the Union. Paris has been busy this week with Welcome Edition. And next week, while I’m in Copenhagen, Bluezone will be taking place in Munich.

I’ve structured Weirloom around moments like this from the beginning. The goal has always been to build a product that’s good enough to put in front of the best stores in the business—and then put it there.

At the same time, Weirloom is—and will remain—an online-first brand. That’s not just a label—it’s part of the logic behind everything I do. When I introduce new products or variations, I start with pre-orders. I aim to only produce what I know I can sell. That’s how the Slim Fit jeans came to life—and it’s how I’ll continue to operate.

But I also know that most people still want to see and feel a product before they commit to buying it. Especially if it’s from a brand they’ve never heard of. That’s where retailers come in.

Getting stocked by a respected retailer isn’t just about reach—it’s a stamp of approval. A sign that the product is real, and that someone else is willing to bet on it too. It builds trust. It creates exposure. And it gives people a place to walk in, try on the jeans, and see what Weirloom is really about.

Sales strategy is a core part of building a brand. I’m not winging it. I’ve got people in my corner who’ve done this at the highest level—like my mentor Henrik Brund, who took New Balance from literally nothing to the number one lifestyle sneaker brand in Denmark. So while Weirloom is still small, the ambition is real—and the road ahead is one I’ve thought about long before this first trade show.

I can’t help but feel that—even though it’s a worn-out cliché to say—bringing Weirloom to a trade show is going full circle. But that’s because it truly is.

My Way Into the Industry Started at Trade Shows

Back in the late 2000s, I was working part-time at [ei’kon], back then the leading menswear store in Aarhus (the second biggest city of Denmark). We carried raw denim from A.P.C., Edwin, Acne (back when it was actually a jeans brand), and even the first collections from Indigofera.

That job meant I had to learn how to explain raw denim to customers—myths and all. We told people to wait six months before washing. To put jeans in the freezer. It was well-meaning but misinformed. There was no Reddit. No Instagram. Just a few intimidating forums like Superfuture that never clicked with me. It felt like everyone was trying to prove they knew more than you.

But offline, in the shop, or at the trade shows, it was different. That was real conversation. Real people. And I was lucky—my manager at [ei’kon], Per Olsen, saw something in me and brought me along to the shows. The store’s owner, Tommy Rasmussen, became a mentor for me. In fact, he was one of the first people I called when I started working on Weirloom.

Through that job, I attended sales meetings—including with NN.07, when the founders were still building the brand. Through that connection, my wife and I even found our first apartment in Copenhagen, and I landed a job as the menswear buyer and assistant store manager at one of the city’s Samsøe & Samsøe shops.

It was while working there that I went to Bread & Butter in Berlin for the first time, where I saw what this industry really looks like at scale. And it was then I launched Denimhunters. That’s how it all began.

So yes, next week is a milestone for Weirloom, and for this site. But it’s also just the next chapter in a longer story. A story that started at a trade show.

Also This Week: Slim Fit Pre-Order Is Closing

The Weirloom Slim Fit jeans are now in production—and the pre-order campaign will close on Monday, January 26, at noon CET. Until then, you can still get them at 25% off the stock price. After that, they’ll be full price.

Because production has started, quantities are now fixed. Some sizes are already down to the last pair. Once they’re gone, they’re gone—at least for this run. Delivery is on track for week 6, as planned.

The Loose Fit, however, didn’t reach the minimum number of pre-orders to go into production. If you were hoping for it—or even placed an order—thank you. I was looking forward to it too. But I’ve said from the beginning, I only make what I can sell. That approach is how I keep Weirloom sustainable and focused.

If you don’t want to wait and you’re after a timeless straight-leg fit, the Regular Fit is in stock now and ready to ship. It’s made from the same Italian denim as the Slim Fit, with all the same upgrades—branded hardware, woven label, and the signature Weirloom leather patch.

The post Why I’m Bringing My Brand Out from ‘Behind the Screens’ appeared first on Denimhunters.

DENIM and PATCHES sourced this post originally published on this site

Denimsandjeans Egypt 2026 concluded successfully, bringing together the global denim value chain in Cairo over two days. The event continued to strengthen Egypt’s position as a strategic sourcing and manufacturing hub. At the same time, it offered focused discussions on innovation, sustainability, design, and investment opportunities within the denim industry.

Visitor Profile and Attendance

The show welcomed 1,056 visitors across both days, with strong international representation. Visitors included sourcing teams, designers, and decision-makers from New York, Asia, MENA and across Europe.

Key international brands in attendance included Uniqlo, Rag & Bone, Centric Brands, Ann Taylor, PacSun, Abercrombie & Fitch, Mango, Hugo Boss, H&M, Inditex, Bestseller, Worldbox, LPP, Next Sourcing, and Kontoor Brands. In addition, the show saw significant participation from major Turkish brands such as LC Waikiki and Colin’s and Defacto. Alongside this, prominent Egyptian brands including Concrete, Be Indie, and others were also present.

This mix of global and regional brands reinforced the show’s role as a focused platform for sourcing, collaboration, and industry dialogue.

Exhibitor Overview and Supply Chain Representation

D&J Egypt featured 80 exhibitors, offering an overview of the complete denim supply chain. The exhibitor mix included fabric manufacturers, garment producers, accessory and trim suppliers, chemical and dye specialists, washing and finishing technology providers, machinery companies, and sustainability solution experts.

A notable highlight was the collaboration with ITHIB, which brought 23 Turkish companies to the show. In total about 30 Turkish exhibitors participated, alongside 20 Egyptian companies, with the remaining exhibitors representing other key denim-producing regions. Together, they presented a view of denim manufacturing capabilities and innovations.

Trend Area Highlights

Meanwhile, the curated Trend Area reflected both regional inspiration and global denim directions. Overall, it focused on sustainability, comfort, and creative expression.

Workshops and Creative Engagement

Workshops played a key role in engaging designers, students, and industry professionals through hands-on learning and experimentation. In collaboration with KB Denim and HMS Washing, a series of creative sessions were hosted throughout the two days.

Workshops were organized by KB Denim and HMS . KB denim Workshops included:

• Denim Clutches Workshop by Marina El Belony, Bags & Belts Designer, focusing on craftsmanship and accessory design using denim.
• Free-Hand Draping Workshop by Waleed Khairy, Fashion Designer and CDD Co-Founder, exploring form, movement, and creative construction directly on the body.

HMS Workshop conducted the immersive “Cairo Denim Heist” session. During the workshop, participants used tools such as the HMS Designer Pen and HMS Moons to create fade effects on denim money bags. The workshop demonstrated water-free techniques, emphasizing innovation without water waste or sludge generation.

Together, these workshops highlighted denim’s creative potential. At the same time, they reinforced the importance of sustainable production practices.

Panels, Talks, and Industry Discussions

The event opened on January 19, 2026, with an Opening Ceremony. Mr. Magdy Tolba, Chairman of T&C Garments, shared insights on Egypt’s growing potential within the global textile and apparel industry. This was followed by remarks from Mr. Mustafa Denizer, Board Member of ITHIB and CEO of Diktaş, highlighting Turkey-Egypt collaboration.

Later on Day 1, the panel “Denim Deal Live: Lessons, Challenges & Next Moves in Post-Consumer Recycled Cotton” took place. The discussion featured Mr. Gokhan Ünsal (DNM Denim) and Ms. Dilek Erik (Sharabati). It was moderated by Mr. Nicolas Prophte of the Denim Deal Steering Committee. The discussion addressed the realities of post-consumer recycled cotton, including challenges in scale, quality, and future direction.

Day 2 opened with “Innovation Under Pressure: How the Denim Industry Is Reinventing Itself.” The panel featured Ms. Kara Johnson (PacSun), Mr. Autari Goggia (Rag & Bone), and Ms. Nikita Raman (Hugo Boss). The session was moderated by Mr. Nicolas Prophte. The panel examined how design, innovation, and sustainability are evolving amid cost pressures and changing consumer expectations.

The program included a presentation by Mr. Ahmed Zohair, Director at GAFI’s Investment Promotion Sector. Titled “Egypt – Great Opportunities for Investment in the Textile and Apparel Industry,” the session outlined policy support, infrastructure development, and investment incentives available in the country.

Conclusion and Next Stops

D&J Egypt 2026 concluded on January 20, reinforcing its position as a focused platform for denim sourcing, innovation, and industry dialogue. The event highlighted Egypt’s growing role in the global denim ecosystem. It also supported collaboration between international brands, manufacturers, and solution providers.

The Denimsandjeans tour continues with upcoming editions in India (May 6-7), Vietnam (June 24-25), and South Korea (September 22-23).

The post Denimsandjeans Egypt 2026: Post Show Report appeared first on Denimandjeans.

DENIM and PATCHES sourced this post originally published on this site

For the JW Anderson Fall/Winter 2026 season, Jonathan Anderson has shifted away from a traditional runway show, instead debuting the collection through a lookbook.

For this season, Anderson focuses on the “art of making,” featuring his circle of friends and actual artisans in the lookbook.

Denim remains a core pillar of the collection, specifically highlighting premium Japanese denim known for its texture and provenance. The pieces have been designed with a focus on durability and raw functionality, often incorporating details like anchor rivets and orange binding.

This collection also extends into lifestyle goods, including their trademark Loafer Bag crafted in mid-blue denim.

The Fall 2026 collection includes straight and relaxed jeans paired with textured knitwear or tailored pieces. Oversized and layered denim jackets worked alongside draped wool pieces. Denim panels and denim inserts in hybrid garments mixing denim with other textiles.

Check out our gallery below for the best denim looks from JW Anderson’s Fall 2026 lookbook.

You can shop for the current JW Anderson collection on the brand’s website, at NET-A-PORTER, and at FARFETCH men/women.

The post JW Anderson – Fall 2026 Denim Looks first appeared on Denimology.

DENIM and PATCHES sourced this post originally published on this site

The collection reworks classic styles with a sport-inspired edge.

DENIM and PATCHES sourced this post originally published on this site

GUESS? announced global entrepreneur and fashion icon, Chiara Ferragni, as the face of its Spring/Summer 2026 global advertising campaign. The campaign was captured through the cinematic lens of the renowned Morelli Brothers.

A symbol of innovation, self-expression, and digital influence, Ferragni embodies a bold new chapter for GUESS. One that bridges the brand’s iconic heritage with the spontaneity and vibrancy of today’s social language. This campaign celebrates the dynamic evolution of the GUESS brand identity: glamorous yet genuine, aspirational yet authentic, with Ferragni representing the many facets of the contemporary GUESS woman.

Honoring the brand’s legacy while embracing its future, the campaign unfolds as a refined dialogue between past and present. Alternating between black-and-white and vivid color, the campaign imagery evokes the atmosphere of GUESS’s legendary campaigns while reinterpreting them through a modern, social-first lens.

The result is a series of striking portraits that perfectly captures both Ferragni’s versatility; sophisticated yet spontaneous, confident yet effortlessly cool, and mirroring the duality of both the collection and the women who wear it.

“We’re thrilled to have Chiara Ferragni as the face of our new campaign,” says Paul Marciano, Co-founder and Chief Creative Officer of GUESS?, Inc. “Her energy, authenticity, and unmistakable style perfectly embody the GUESS woman and the spirit of our Spring/Summer 2026 collection, confident looks that are versatile, refined, and unmistakably contemporary.”

Rooted in the GUESS legacy, the Spring/Summer 2026 collection reimagines the American Dream through a modern, forward-looking perspective. Iconic brand elements are reinterpreted with new confidence, inspired by the bold spirit of the Texan cowboy and the allure of wide-open landscapes, transformed into a narrative of femininity, independence, and self-expression.

Standout pieces of the season include the return of the Bellflower Pants and the iconic bandage dress—symbols of sensuality, strength, and the unmistakable glamour woven into the GUESS DNA. Fresh silhouettes, elevated tailoring, and statement denim continue the brand’s evolution from its West Coast roots to the pulse of contemporary runways.

At the heart of the collection is the Camden Bag, already Chiara Ferragni’s new obsession and destined to become the “IT” accessory of Spring/Summer 2026. More than a handbag, the Camden bag embodies the essence of GUESS: bold, versatile, and timelessly chic. Its sculptured silhouette, luxurious texture, and refined detailing give it a presence that is both modern and enduring. Ferragni gravitated to the bag instantly, styling it across campaign looks like an extension of her own personal aesthetic. Whether paired with denim, tailored or evening silhouettes, the Camden Bag elevates every outfit with quiet confidence. For Ferragni, it has become the season’s must-have piece, an accessory she describes as “the perfect blend of attitude, elegance, and everyday ease.”

With more than a decade of influence that has reshaped the global fashion landscape, Chiara Ferragni continues to stand as a powerful voice for creativity, connection, and self-expression. Her entrepreneurial spirit and personal style have inspired millions around the world to embrace confidence in every form.

In the GUESS Spring/Summer 2026 campaign, Ferragni channels that same spirit of authenticity, with each look revealing a different facet of her identity—a celebration of the modern woman who defines her own path.

“It is a total honor for me to work with GUESS again almost 13 years after our first collaboration. This project was much more than a campaign: it came in a moment when I felt the need to start again, to tell my story as who I am today, a more aware and serene person. Working with an iconic brand like GUESS, which has made fashion history, made me feel welcomed and free to express all my facets. A heartfelt and well-deserved thank you goes to Paul Marciano, GUESS co-founder, for the support and trust he showed me at a delicate moment of my life. The experience on set was special, and I will always carry it with me,” said Chiara Ferragni.

Celebrated for their cinematic storytelling and refined visual language, the Morelli Brothers bring narrative intimacy to the campaign, where Ferragni’s natural energy, sensuality, and spontaneity meet the legendary appeal of GUESS imagery. By blending timeless heritage with the immediacy of today’s social language, they capture a brand that honors its roots while speaking directly to a new generation that values both glamour and authenticity.

The GUESS Spring/Summer 2026 campaign will launch globally in February 2026 across print, digital, and social media platforms. The collection is available in GUESS stores worldwide and at guess.com.

The post GUESS? – Spring 2026 Ad Campaign first appeared on Denimology.

DENIM and PATCHES sourced this post originally published on this site