Recent earnings reports showed the power of the strategic plans at Ralph Lauren and Tapestry, but transformation doesn’t come easy in fashion.
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True Religion – Winter 2026 Ad Campaign
True Religion is bringing the holiday season to life with “THE GIFT WORTH GOING ALL IN FOR.” A bold, cinematic campaign starring three music powerhouses: Latto, Metro Boomin, and Summer Walker.
Uniting three of music’s most distinctive forces, the campaign unfolds in a glamorous Diamond District-inspired world of gold, diamonds and ice, where the most coveted piece of all is – True Religion.
Step inside a world of jewellery counters, coveted treasures and high-stakes ambition, “THE GIFT WORTH GOING ALL IN FOR” reimagines holiday gifting through the lens of personal style, cultural value and self-expression.
With a visual language that is bold, sexy and unapologetically over the top, the story challenges the idea of the perfect gift. It’s not just about getting what you want; it’s about scoring something that means more, a statement piece that reflects individuality and the confidence to stand out.
At the center of the holiday campaign are three of music’s most influential forces, each bringing a distinct energy to the story. Latto is the showstopper, bringing fearless confidence and undeniable presence. Metro Boomin is the mastermind, with a cinematic sensibility and an instinct for creating culture-defining moments. Summer Walker is the rule breaker, embodying the individuality and unapologetic self-expression at the heart of True Religion.
“Holiday is all about going after what you want,” said Kristen D’Arcy, Chief Marketing Officer at True Religion. “With ‘THE GIFT WORTH GOING ALL IN FOR,’ we’re bringing a little extra attitude, glamour and True Religion energy to the season.
Latto, Metro Boomin and Summer Walker each bring their own flavor to the story, making it bigger, bolder and unapologetically individual. And the collection? We went all in on the details, from standout denim to crystals, texture and statement-making finishes. This holiday, True Religion jeans are the gift worth their weight in gold.”
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The Stories Surface When the Indigo Wears Away
The Fade Off Winners, KATO Teacore, Iron Heart Flannels and 33 oz. Selvedge
I spend a lot of time talking about jeans before they’re worn: the weight, the weave, the fit, the dye. But the part that interests me most happens afterwards.
Indigo wears away. Creases develop. The fabric softens, and those specifications begin to matter less than the life you’ve put into the jeans.
That’s why I organised The Fade Off for Denimhunters’ 15th anniversary. I didn’t want to make the celebration about me; I wanted to see the denim you’ve actually worn. And that idea—what happens after we buy our jeans—runs through almost everything in this issue.
The Colour Beneath KATO’s Indigo
Usually, the surprise in a well-worn pair is the pattern of the fades. With KATO’s teacore denim, it’s also the colour underneath: brown, where you’d normally expect a white cotton core.
I took a closer look at the idea and the 14.5 oz. Japanese selvedge behind it in What’s Beneath the Indigo in KATO’s Teacore Denim. It’s an interesting change to one of the things we usually take for granted about how indigo wears away.
Why I Keep Coming Back to Iron Heart’s Flannels
My first two Iron Heart Ultra Heavy Flannels were second-hand finds back in 2018. I still wear them. After years of use, it’s the combination of substantial 12 oz. cotton and a soft, brushed finish that keeps me reaching for them.
For my new feature on Iron Heart’s heavyweight flannels, I’ve looked at how the fabric is made, how my own shirts have aged and what separates the Western and work cuts. There are also the newer slubby and herringbone versions, which take the familiar idea in different directions.
Things Worth Your Attention
Five things I kept coming back to while The Fade Off was taking shape:
33 oz. indigo selvedge (SOSOBROTHERS) – The second batch of this extraordinary heavyweight denim is landing, and I’m at least as interested in the gallery of worn pairs as the weight on the label. I shared my first-hand impressions in this hands-on review.
20 years of Self Edge collaborations – The remastered 21 oz. Iron Heart jeans from its 2006 collaboration caught my eye first—188 numbered pairs—followed closely by the Sea Island cotton take on the Merz b. Schwanen 215 T-shirt.
Felted-wool Supply Jacket (Rogue Territory) – Japanese Melton wool and a faux-fur collar give this Los Angeles-made Supply Jacket an unexpected N1 deck jacket feel, which is what made me notice it.
Gift guides ready for the season – Bryan’s been updating the picks across three price brackets: under $150, $150–$400 and over $400, whether you’re shopping for somebody else or quietly making your own list.
60XX denim (ONI) – The 12 oz. selvedge takes its cues from the slightly lighter, irregular denim of the 1960s, with Redcast offering it in the wide 900HM and the more regular 270.
The Fade Off Winners and Their Stories
More than 150 entries came in for The Fade Off, and the community cast over 2,600 votes. After the final checks, we had seven online winners: three clear top places and four people tied for fourth. Considering how quickly I put this together, I’m grateful for the response.
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Swipe to see the seven winning fades
You can see the seven winning garments and read their stories in The Fade Off winners article. One pair survived a year of motorcycle commutes and long working days; one jacket has been through mountains and moshpits. I’ve also explained the voting checks and why two entries had to be excluded.
At Brund, Peter and I had another problem: we couldn’t agree on three winners from the in-store Fade Off, so we picked four equal winners. The shop was packed, the mood was brilliant and even Danish media turned up. So much for keeping the anniversary low-key.
From the Archive: Why Denim Fades
Put two people in the same pair of raw jeans, and they’ll end up with different fades. Creases behind the knees, fading across the thighs, worn pocket edges—every mark tells you something about how those jeans have been worn. That’s what makes a good pair of fades interesting to me. They’re personal.
To understand why denim does this, start with indigo. People have been dyeing textiles blue for thousands of years. Once a rare, expensive colour extracted from plants, indigo became far more accessible when synthetic production arrived in the late nineteenth century.
The interesting part is how that colour gets onto the yarn. Indigo is dissolved in a dye vat, then turns blue as the yarn meets oxygen in the air. The dye stays largely on the surface of the cotton yarn rather than permeating to the centre. This is called ring dyeing. As friction and washing remove that outer layer of indigo, the lighter core begins to show through.
Where the colour disappears depends on the fabric, the fit and the person wearing it. Some denims hold their colour longer; others develop pronounced contrasts quickly. The same fabric can look completely different after a year on two different people.
There’s no single recipe for good fades. The way you wear your jeans shapes the creases. Washing changes the colour over time, and repairs become part of the story. That’s what The Fade Off is about: seeing how different lives leave different marks on denim.
For more on the yarn and dyeing, visit my archive guide to why denim fades.
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What’s Beneath the Indigo in KATO’s Teacore Denim?
This is a sponsored story, one of our paid services. We maintain full editorial independence. Read more here.
Teacore Denim Explained: Brown-Core Fades
There’s a reason denim fades the way it does, and it starts with how the yarn is dyed.
Indigo sits on the outside of the warp yarns. As that colour wears away, the white cotton in the middle comes through. That’s where those familiar highlights come from.
But what if the cotton in the middle isn’t white? That’s the idea behind teacore denim: brown underneath the indigo, which means the jeans can reveal a different colour as they get worn. KATO uses this approach in its teacore collection.
Different Kinds of Indigo Colours
To understand what makes teacore different, it helps to start with redcast and greencast denim. Those terms describe the hue in the indigo, and whether the blue leans towards reddish-purple or green—something that can become more obvious as the denim fades.
Redcast doesn’t have another dye beneath the indigo. Pure indigo gives the denim its reddish or purplish cast, and the dye bath influences the exact shade.
Greencast works differently. The warp yarns are dyed with sulphur before they get their indigo—it’s called sulphur bottoming. That first colour changes the shade of blue and what shows through when the indigo wears off.
That’s the connection to teacore, but the two aren’t quite the same thing.
Is Teacore Just Another Cast?
Cast is about the tone; teacore is about the colour inside the warp yarn.
With conventional ring dyeing, indigo colours the outside of the warp yarn, leaving the white cotton in the middle largely untouched. One way to create teacore denim is to dye the yarn brown before applying the indigo. The indigo still colours the outside, but as it wears away, the brown underneath becomes visible instead of the usual white.
So yes, there’s a link to sulphur bottoming: the colour underneath the indigo influences the fade. But teacore describes the brown core, not one prescribed way of dyeing the yarn. The name actually comes from teacore leather, where wear exposes brown beneath a dark surface—though leather gets there through a different finishing process.
KATO’s Brown-Core Selvedge
Here’s how KATO puts it into practice. The brand starts with brown cotton yarn, rope-dyes it with indigo, and weaves it with white weft yarns into 14.5 oz. Japanese slub selvedge. What changes isn’t the initial blue so much as the colour underneath it.
If you know KATO for its 4-way stretch selvedge, this one’s different. The teacore fabric is 100% cotton. It comes in the medium-rise Hammer Straight, with a slight taper, and the higher-rise Pail Loose Straight. Both are available raw, with washed alternatives elsewhere in the collection.
The washed versions give you a preview of what the fabric looks like after some indigo has come off. Start with a raw pair, and the colour develops around your own wear patterns instead.
What Do Teacore Fades Actually Look Like?
Don’t picture a brown pair of jeans hiding under the blue. The weft stays white, so the fades can still have plenty of the familiar blue and pale contrast. What changes is that the exposed warp yarns can bring a warmer, brownish tone into the picture.
How much of that brown you actually see depends on the dyeing, how you wear the jeans and how you wash them. Teacore doesn’t automatically fade faster, and it won’t give you a particular vintage look on its own. It’s simply another thing that shapes how the fabric ages.
For me, that’s what makes KATO’s teacore collection worth looking at: it still looks like indigo denim, but there’s a different colour waiting underneath.
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Levi’s® Holiday Ad Campaign “Let’s Get Fuzzy”
This holiday season, Levi’s® believes warmth is more than a feeling. It’s a way of showing up.
With “Let’s Get Fuzzy,” the brand’s Holiday 2026 campaign, Levi’s® celebrates the textures, layers and connections that define the season, placing sweaters at the center of a holiday wardrobe built for both self-expression and togetherness.
Bringing the campaign to life is a whimsical stop-motion film featuring Fuzzyeti, affectionately known as Gus. A larger-than-life campaign character whose journey from feared outsider to welcomed guest captures something universal about the season. Everyone wants to feel like they belong.
The film, which required four hours of filming for each second of animation, includes a set and characters fully crafted by hand, with each character outfit meticulously reproduced by artisans. The choice to use Claymation harks back to “Clayman,” the 1995 Levi’s® ad. The first ever full-length commercial shot entirely in Claymation – an advertising history first.
The featured collection is built around a range of men’s and women’s sweaters designed to bring warmth, versatility and character to everyday holiday dressing.
Women’s styles include the Charlotte Crewneck Cardigan and Ava Quarter-Zip Sweater, elevated essentials that balance classic holiday styling with a modern Levi’s® attitude.
For men, the Presidio Crew Sweater and Miles V-Neck Sweater anchor a lineup of textured knits designed to be paired with denim, corduroy and outerwear.
Levi’s® Sweater Season gets even oozier with the brand’s wide range of cold-weather layers, including fleeces, flannels, thermals, Truckers, corduroys and hats. Layering is key to holiday dressing, connecting the softness and comfort of knitwear with iconic Levi’s® denim silhouettes like the 501® Loose, 578
Baggy, Ribcage and Loose Taper.
“Our Levi’s® Let’s Get Fuzzy campaign was an opportunity to experiment with immersive and tactile world-building across retail, digital and social.
Anchored by a film created entirely with stop-motion Claymation, it’s also the celebration of the craft and human creativity synonymous with the Levi’s® brand,” said Kenny Mitchell, Global Chief Marketing Officer at Levi’s®. “Let’s Get Fuzzy is another step in our ambition to be the world’s leading denim lifestyle brand, putting into focus our range of sweaters as the perfect pairing to our iconic denim this holiday season and building on our ambition to grow across categories.”
“Let’s Get Fuzzy” kicked off globally and the collection is available for purchase on Levi.com and the Levi’s® app and in select Levi’s® stores. The Levi’s® Tailor Shop is also introducing a dedicated holiday customization offering at select locations worldwide, featuring personalized touches and fuzzy embellishments that transform Levi’s® icons into one-of-a-kind gifts.
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TOMMY JEANS – Winter 2026 Ad Campaign
The TOMMY JEANS Winter 2026 ad campaign brings us Romeo Beckham and Yasmin Wijnaldum. Hitting the open road in iconic denim and cold-weather layers, the duo captures the optimism and irreverence at the heart of the TOMMY JEANS brand.
“A road trip is all about that feeling of freedom,” said Romeo Beckham. “There’s nothing better than getting out with great music and good company. This collection reflects elements of my style. Western plaids, worn-in denim and a classic white tee. Everything feels easy and relaxed, which is the way I like it.”
Denim classics are updated with lived-in washes and everyday comfort. Colorful knits and brushed teddy deliver warmth to cooler nights. Outerwear leans into utility with workwear overshirts, padded insulation and timeless denim jackets. Graphic T-Shirts give everyday looks more character. It’s all punctuated by distinctive Americana codes: checkered shirts, quilted layers, and biker boots that make a statement all season long.
“Romeo puts his own twist on a great American tradition, bringing his personality and style to this campaign,” said Tommy Hilfiger. “Our Winter 2026 collection embraces the spirit of the open road. There’s nothing more Americana than timeless denim, rich plaids and preppy outerwear.”
Returning for their second campaign together, Romeo Beckham and Yasmin Wijnaldum continue their story from Fall 2026, bringing the same individuality and energy to Winter 2026.
The Winter 2026 collection will be available on tommy.com, in TOMMY HILFIGER stores worldwide and through select wholesale partners throughout the season.
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John Elliott Spring 2027 – Denim Looks
John Elliott’s Spring 2027 collection puts the emphasis on fabric innovation rather than dramatic silhouette changes. The standout denim development is an experimental ice-dye treatment that gives jeans an organic, blurred, almost watercolor-like appearance.
Denim Highlights
Faded blue distressed denim
Relaxed, straight-leg jeans with knee destruction and a naturally worn-in finish.
Dark indigo double denim
Matching dark denim jacket and jeans, with a clean workwear influence.
Washed black denim
Black denim jacket and faded, distressed jeans. A tougher, more rugged interpretation.
Oversized denim shorts
Pale blue, baggy cutoffs with raw, frayed hems.
Thereis also an interesting new denim wash Elliott calls “ice dyeing”.
Elliott experimented with a freezing process involving chemicals and water, allowing the mixture to melt over denim. This creates an irregular, blurred, spill-like pattern rather than a conventional, uniform wash.
John Elliott’s current collection is available to shop for at Farfetch.
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Check Our 7 Hassle-Free Tips On How To Shrink Jeans
We have all been there; shopping through the mall and scouring all the racks to find the perfect pair of jeans. Sometimes you find the perfect style and fit, but you just need it to be a smidge tighter. Or maybe, you have the perfect pair already but have lost weight so now they just fit a little baggier than they use to. It used to be that getting your pair of jeans to fit you just right was a matter of wishing that they could shrink just a bit. The good news is, that wish is a little more possible than you might think.
There are things you can do right in your own home to help shrink your jeans so that they can fit just right. That is where we come in. In today’s article, we are going to take a look at some of the best ways to shrink down your jeans right at home.This way, your jeans can fit you in all the right places and offer you absolute comfort. Let’s get started!
How To Shrink Jeans – Need A Hassle-Free Shrinking Solution?
We have all gone through rough patches with our wardrobe items and articles.
I personally remember the angst of not wanting to part with some True Religion jeans that my booty just couldn’t regularly fit into any longer after I lost all the weight I had put on after my freshman year of College.
You see, for me it was the Freshman 50 (instead of 15) during my first year of schooling (and stress-eating). While I was at that heavier weight I had wanted to feel better about myself so I splurged on a nice designer pair of jeans that flattered my new lumps and bumps.
Well, fast forward about a year and a lot of hard work at the gym later and I was back to my healthy normal weight, however my coveted designer jeans gave me a nonexistent saggy looking bottom and chicken legs.
Had I known back then about the tips that I am about to share with you, I would still to this day be rocking those nice looking True Religions. However, silly me (and boy, am I kicking myself now) I just drove them over to Goodwill and parted with them.
*Sigh*, now – a moment of silence for all the lost designer jeans please.
But you ladies and gents don’t have to suffer and make the same irrevocable fashion mistakes that I did. Not to worry, there is still hope for your baggy, overused, and stretched jeans!
There Are Numerous Ways To Shrink Jeans
Alright, you guys have only an hour to tighten your favorite pair of jeans up before heading out on the town. What are you going to do?!
This is crunch time but there is no time for panicking, because without even realizing it you have everything you need to have a complete jean make-over.
Below are our top 7 tops on how to shrink jeans:
1. COOK THOSE EXTRA INCHES OFF
Okay, no you can’t really cook off inches, but you can definitely cook your jeans to make them up to 5x tighter than they were before. All you’re going to need for this one is a big pot, some water and your loosey-goosey particular pants.
Drop those overused jeans into a boiling pot of water (making sure to fully submerge them) and let those bad boys soak between 20-40 minutes. After the allotted time, get the pants out, wring them out and immediately toss them into the dryer (which must be put on the hottest setting possible).
Disclaimer: If your jeans are not 100% cotton and contain a mix of other materials such as spandex or lycra then I would NOT suggest using this solution as you will likely damage your jeans this way, possibly even making them baggier than they were to begin with. Yikes.
2. TAKE A BATH IN THOSE LOOSE JEANS
Next time you decide to settle in and draw yourself a relaxing hot bath, make sure to wear your jeans into the water. I know this seems weird, but just hear me out on this one.
If you sit in the tub with your bottom-half completely submerged for half an hour, then get out and wait 10 to let the wet material form to your figure before carefully throwing the garment on the “High” setting in the hot dryer then your jeans will be good as new.
Keep note, this method is especially helpful for those pairs of jeans that are tight in some places and irregularly loose in others. Although you may look silly in the moment, no one will know and no one will care when you strut your stuff in your revamped favorite pair of jeans.
3. CRANK THE HEAT UP ON THE DRYER
We’ve all accidentally ruined a cute new blouse or pair of shorts by throwing them in the dryer without thinking twice and shrinking them to half their original size. However, this time you’re going to do it on purpose!
Throwing jeans on high heat in the dryer will help to tighten up all of the cotton fibers within the pants.
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This solution calls for ¾ water to be mixed with ¼ fabric softener into a spray bottle of your choosing.
Spray and treat areas on your jeans that need the most tightening, and then throw them in the good ol’ dryer on high and watch your life be made easier instantly.
5. IRON THOSE BAGGY BRITCHES
Known for being able to apply intense heat in a matter of seconds, irons can greatly help to tighten any pair of jeans before use. Whether it be a singular spot that needs tightened or the entire set, ironing will help to tighten everything up.
Just be careful to always let this article of clothing cool don before putting them on, as they could burn you right after ironing.
6. DON THAT LONG-UNDERWEAR
Definitely wouldn’t recommend using this tip during the warmer months, as you might quite literally die from heat stroke. However, this solution is great to use during winter as it adds extra layers of warmth for when you are braving the frigid cold outside.
Adding a layer underneath your jeans will help to provide extra snugness to those baggy old jeans and although this isn’t my top recommended solution, it will still do the trick and work for you.
7. START SEWING AWAY
If worse comes to worse, I would suggest taking those jeans into a seamstress or taking your own nimble hands to it.
If you know how to sew, these jean “remodels” can be completed in almost no time. All you have to do it flip said loose pants inside out, tear out the old inseam and make a new tighter one to ensure a more-snug fit.
If your pants are still too loose after that then you can also sew around a 7-inch piece of elastic into the inside of the waistband, so that the pants can stay snug and fitting all the way up to your waist.
This is my least favorite solution because I hate to mangle the fabric of your jeans like that. If I can help it, I try to avoid sewing and stitching as much as possible.
Please remember to keep in mind that each of the shrinking methods listed above are great ways to enhance the look, fit, comfortability and extend the overall life expectancy on your good ol’ favorite pair of denims.
Each solution offers a solid way to shrink your jeans, it is really just up to your personal preference on which option you would like to go with.
Shrink Those Jeans And Strut Your Stuff
Now that you’ve learned how to shrink jeans – these shrinking options should provide a long-term solution to the problem on hand.
However, just be careful to remember that when attempting to shrink jeans be careful not to set your wet jeans on any light colored carpets or fabrics because bleeding and staining could occur and make sure to be careful when pulling on your newly shrunk jeans belt-loops as you don’t want them to rip out when you start tugging!
Other than that, you should be good to go and set to don these pants and rock those better fitting jeans out and around the town.
We hope these tips have set your mind at ease, as it is easily possible to reuse and recycle your denim for many years to come.
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