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Answers to (Some of) the Questions I’ve Got About Weirloom—That You Might Have Too

Pre-orders are open on weirloom.com, people are actually buying these jeans … and questions are starting to come in.

Some are expected—about sizing, shipping, and returns. Others are more specific. If one person’s asking, chances are others are wondering too.

So I’ve pulled together a list of the most important questions I’ve been getting—and answered them as clearly and honestly as I can.

FAQS ABOUT THE JEANS

Why is the price shown as €250 €180?

That’s a fair question. And it’s not meant as a gimmicky discount.

€250 is what jeans of this quality and construction would typically retail for. Made in Europe from premium Italian denim, with the kind of details you normally only see on enthusiast-level jeans. That’s the reference point.

But because Weirloom works differently—pre-order only, small batch, no middlemen—I can offer them for €180 instead.

The reason I show both prices is simply that I don’t know a better, clearer way to communicate that difference. This setup is the easiest way I can show you what they’d normally cost—and what you’ll actually pay.

Which size should I get?

You don’t need to pick a size when you pre-order. Once you add the jeans to the cart, you’ll see it says “Pick your size later.”

That’s because the full size range and the grading of each size haven’t been finalised yet. Only size 31 has been prototyped. And until the fit is 100% confirmed, it doesn’t make sense to share measurements for other sizes.

I’ve added full measurements for that prototype to the product page. So if you want to get a sense of how they’ll fit, I recommend checking those out.

Once everything is locked in, I’ll reach out to everyone who’s pre-ordered to help choose the right size—and, of course, I’ll share size guidance and detailed measurements charts on the product page.. 

You’ll probably need to measure a pair of jeans you already own and compare that to the final sizing chart I’ll send. I’ll guide you through the process personally to make sure you get the best possible fit.

Also, just to clarify: the sizing is based on Western brands—not Japanese. I’ve done that to make it easier and more intuitive for most people to find their size.

How heavy is the fabric? Are they stiff?

The denim is 14.25 oz., which puts it right in that sweet spot—heavy enough to feel substantial, but not so heavy that they’re a pain to wear.

And no, they’re not that stiff. The jeans are washed once after sewing, so breaking them in is easy. You’ll still get beautiful fades over time, but with comfort from day one.

So will they fade?

Yes. You’ll absolutely get fades.

Even though the jeans are one-washed to soften them up, they’re made from a denim that fades beautifully with wear.

The denim is from Candiani in Italy, dyed using their proprietary Indigo Juice method. It’s a modern take on slasher dyeing that puts more of the indigo on the surface of the yarn—which means it fades faster and with more contrast.

Plus, the denim has some visible texture and slubbiness, which helps create the kind of fades we denimheads look for.

FAQS ABOUT THE PRE-ORDER

Will my card be charged right away?

No. When you place a pre-order, your card won’t be charged—and the money won’t be held or reserved either.

You’ll enter your payment details to complete the pre-order, but the charge won’t go through until the jeans are ready to ship. That’s when I’ll manually confirm and collect the payment. Until then, it just sits as a pending order on my end.

In short: no money leaves your account until the jeans are on their way to you.

Can I cancel my pre-order before the jeans ship?

That’s no problem at all.

If you decide to cancel your pre-order before the jeans ship, you can do so easily and for free. Just find the confirmation email you received from Purple Dot (the system handling the pre-orders) and click the cancel link. That’s it. No payment, no hassle, no hard feelings.

You’ll also hear from me directly before the jeans are ready to ship—so you’ll have plenty of time to ask questions, get sizing help, or change your mind if needed.

When will the jeans ship?

If everything goes according to plan, the jeans will ship by the end of June. That’s the schedule confirmed by my production partner in Portugal, and we’re working hard to keep it on track.

I’ll keep all pre-order customers updated along the way.

Can I return the jeans if I change my mind after they ship?

Yes. Just like any online purchase, you’re entitled to return the jeans within 14 days of receiving them. That’s not just a policy—it’s the law under Danish e-commerce regulations.

These aren’t made-to-measure or customised jeans. They’re made in standard sizes, so even though they’re produced on a pre-order basis, they’re still eligible for returns. No questions asked (though I’d love your feedback if you decided to return them).

What if they don’t fit? Can I exchange to another size?

Fit is a big deal. And even though I’ll help guide you the best I can to pick the right size before the jeans ship, there’s always a chance you’ll need to exchange them for another size.

That’s why I’m holding back a few pairs from the initial 100—to make sure I can handle size swaps. There might not be every size available in every quantity, but I’ll do everything I can to make sure you end up with the right fit.

Are there really only 100 pairs?

Yes. This isn’t a marketing gimmick.

One hundred is the minimum order quantity my Portuguese manufacturer was willing to produce—and it’s generous, honestly. Most factories require much larger runs, but they believe in the idea and wanted to support the launch.

There’s no secret stash waiting in the wings. I’ve already bought the denim, and it’s already at the factory in Portugal. Once those 100 pairs are spoken for, that’s it for this first edition.

Will there be more later?

Yes. This is just the beginning. I’m not planning to make only 100 pairs and call it a day—this is the first step in what I hope will grow into something lasting.

That said, this first batch is a rare opportunity. I was lucky that the denim I wanted was available in just the right amount for 100 pairs. Future production will require me to order enough fabric for at least 500, which means the next pre-order will likely be bigger. Still limited—but not quite this exclusive.

So yes, more will come. But there will only ever be one First Edition

When is the order deadline?

Soon. To keep things on schedule for that end-of-June delivery, I need to close the order window before the end of May.

And just to be clear: there are only 100 pairs (included the ones I’m holding back for size swaps). Once those are spoken for, that’s it for this batch. So if you want to secure a pair from the very first Weirloom run, now’s the time.

If any of these answers helped you feel more confident about Weirloom—or if they just made you more curious—you can see the jeans and pre-order your pair below.

The post Got Questions About My Brand, Weirloom? This FAQ Might Help appeared first on Denimhunters.

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How to Wear a Denim Jacket with Selvedge Jeans

Denim jackets and selvedge jeans are like lemonade and iced tea. They’re great on their own, but put them together and the mixture reaches new heights. In our books, wearing two pieces of denim at a time is not just an acceptable way to wear denim—it’s the best way to wear it.

Of course, we need to approach the combination with a degree of caution. Stacking denim pieces on top of each other without considering the overall effect we’re creating can quickly turn a stylish combo into a caricature.

Thomas and I have both been practising double denim for decades, and we’ve worked up a list of pointers that will help you do double denim the right way and avoid some of the commonly encountered pitfalls that come with the territory.

As with all our advice, you can take some and leave some. If you’ve found something that works for you that goes against what we suggest below, fill your boots. Dress in the ways that feel right to you. If, however, you’ve been looking for advice on double denim styling, the tips below should help.

Don’t Have a Denim Jacket Yet?

Before you get too deep into the double denim weeds, make sure you’ve got the right jacket. We’ve rounded up our top picks in the Raw Denim Jacket Buying Guide. Every jacket on the list is built to fade and made to last.

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Tip #1: Choose Your Weapon Wisely

There are plenty of brands that produce entirely unique denim jackets—Tellason’s Coverall Jacket and RGT’s Supply Jacket spring to mind—but the vast majority of selvedge denim jackets on the market are based on a trio of Levi’s jackets that spanned roughly a century of the brand’s history.

Here’s a very brief look at each of these: 

Type 1

Based on Levi’s oldest riveted denim jacket, which was probably first manufactured around 1880, made its official debut in 1905. A pure and iconic piece of American workwear that, like the 501, helped build the West.

Key features are the single, low chest pocket (either open or with a flap) secured with rivets, the back cinch, the pleated front, and the extremely boxy fit. Perfect for heritage enthusiasts trying to recreate truly classic workwear looks.

Type II

The updated version of Levi’s denim jacket first appeared in 1953, and is perhaps best remembered as the denim jacket worn on screen by Elvis Presley (Martin Sheen wore it equally well in Badlands).

The Type II only lasted a decade, but it made a strong impression. It’s now enjoying a modern-day resurgence. 

Key features are the waist tabs, the symmetrical chest pockets reinforced with bar tacks under the button-down flaps, the waist adjusting tabs at the waist, and the knife pleats on the chest.

Like the Type I, the fit is boxy, though some modern brands offer longer, slimmer-fitting versions, occasionally with added handwarmer pockets.  

Type III

Introduced in 1962, the Type III was a slimmed-down and aggressively styled version of the denim jacket that became both a cultural and counter-cultural touchstone in the decades that followed its release. 

The key features are the higher chest pockets, which, like the triangular stitching and angled button-down flaps that sit on top of them, point downwards, creating a slimming effect and drawing the eye down the body towards the waist.

Handwarmer pockets were added in the ‘80s, the merits of which are still hotly contested by heritage enthusiasts (I’m firmly against them).

Other Notable Denim Jackets

Of course, these are not your only options. Lee’s Rider Jacket (including the blanket-lined Storm Rider) and Wrangler’s 124MJ are stylish workwear icons with a rich and storied history.

There are excellent modern jackets inspired by Lee and Wrangler’s mid-century jackets, and there are just as many great jackets inspired by other lesser-walked avenues of classic workwear. Before buying, do a bit of research.

The perfect denim jacket is the one that’s the perfect fit for your body type and your personal style. Remember, if you choose your weapon wisely, you’ll only need one. 

One Denim Jacket to Rule Them All

Not sure whether you’re a Type I, II, or III kind of guy? We break them all down (plus the worthy alternatives) in our Raw Denim Jacket Buying Guide. Find your fit—and your forever jacket—here.

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Tip #2: Two’s Company, Three’s a Crowd

We all love denim, but we’ve got to apply the brakes at some point. Two denim pieces can play off each other beautifully, building on each other’s strengths.

When we introduce a third piece of denim to the mix, though, the happy and stylish union begins to fracture. Three or more pieces of denim are more a caricature of denim love than an elegant expression of it.

For this reason, we see denim shirts and denim jackets as an either/or style choice. When looking for a piece to wear with jeans and your denim jacket, instead of denim, consider one of the following: 

Our Favourite Tops to Break Up Double Denim Looks

1. Tee/Henley – It’s impossible to go wrong with a loopwheeled cotton basics in light colours. You’ll find some of our favourites here. Nothing pairs as perfectly or as easily.
2. Jersey Knits – Pick your poison. The classic sweatshirt is our favourite, but hoodies (either with or without zips) lend the jacket a semi-athletic, casual vibe. 
3. Chambray – Versatile and comfortable, chambray shirts are soft enough to wear comfortably under denim jackets, and they look equally good tucked or untucked.
4. Flannel – Heavy flannels and denim jackets are fast friends, but be careful with the length. Long flannels will leave a mile of fabric below the jacket. They tend to work better with denim chore coats than with traditionally cut denim jackets.

Break Up the Denim Party

Looking for the perfect piece to slot between your jacket and jeans? Whether it’s a loopwheeled tee, a rugged henley, or a heavyweight flannel, we’ve got full guides to help you find the best options. These layers aren’t just filler—they’re the glue that holds the look together.

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Tip #3: Heritage Brands Beat Legacy Brands

Levi’s, Lee, and Wrangler all have rich histories, and all of them can claim without blushing that, at some point or another, they made the world’s best denim jacket. As denim became a global style commodity, though, they needed to find a way to keep up with surging demand.

They switched from selvedge denim produced on shuttle looms to denim produced on projectile looms. This allowed them to produce more denim faster, but they lost something in the process.

Japanese brands (spurred on by ravenous Japanese collectors) preserved selvedge denim as a kind of slow-manufacturing art form. Ever since, the world’s best denim has been produced in Japan.

Legacy brands still produce extremely popular versions of their iconic denim jackets, but heritage brands’ tributes to these classics are better than the real thing. They cost more, but they’re worth every penny—especially if you wear the hell out of them.

Brands That Nail the Details

If you want your jacket to actually age well, look to the brands that put fading front and centre. We’ve got dedicated buying guides for Iron Heart, Samurai, and Full Count—each with a slightly different vibe, but all built for the long haul.

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Tip #4: Contrast is King

There are two different schools of thought with styling double denim. The first is to match the jacket as closely as possible to your jeans, treating the jeans and jacket like a matching suit. When buttoned up, this produces a kind of head-to-toe colour consistency that some people seem to enjoy.

It’s undeniably a classic workwear look, but Thomas and I both feel that the matchy-matchy style makes you look too much like a gas station attendant. It’s our advice to introduce some contrast to your outfits.

If both your jeans and jacket are dark, wear something between them that brings some sharp contrast to the outfit. A dark blue or black tee won’t do the trick. Go with something white or light grey under an open jacket.

Best of all is to have some contrast between the jacket and the jeans. If the jacket is crisp and raw, pair it with a fully faded pair of jeans and vice versa. There are also some stellar denim jackets in lighter denims that are still raw.

Another combination that works exceptionally well is to introduce some duck canvas to the mix.

Duck jackets look absolutely incredible when paired with jeans of just about any colour—and if you want that new selvedge denim jacket to really pop, try pairing it with Iron Heart’s 17 oz. duck Type III. The combination is a guaranteed stunner.

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Tip #5: Don’t Pack it In, Let it Breathe

With its roots firmly in the world of workwear and westernwear, the denim jacket was designed with working men in mind. It is meant to move with you, to aid the working man, not to hinder him.

No matter what you wear under it, the denim jacket should slide on relatively easily. It should both look and feel comfortable. You should, for example, be able to change a tire or mend a fence without removing it.

Yes, when it is brand new, the jacket will feel stiff. It will need some work before it will move easily. It should never, though, make movement difficult or impossible.

When sizing, leave yourself some room in the chest and arms. When styling, don’t pack it so full of layers that it strains the seams whenever you flex your arms.

Even if you never do any dirty work, pick a jacket that feels like you could work in it. If you look free and comfortable, you look good. 

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Tip #6: Earn Your Layers

Jeans jackets can absolutely be incredible layering pieces, either as the last layer or a middle one. If you want to use it as a middle layer, though, there’s a catch. You need to earn the right.

When they are new, raw denim jackets are simply too stiff to be used as a middle layer. They look and behave like outerwear, so they should be worn as the outermost layer.

When we’ve fully broken them in, though, they can play in almost any position. Beat some of the blue out of it and you’ll earn the right to wear your denim jacket like a shirt, an overshirt, or as outerwear.

Built to Fade, Made to Layer

Breaking in a raw denim jacket is a rite of passage—and once it’s softened up, the styling possibilities explode. If you haven’t picked your jacket yet, our Raw Denim Jacket Buying Guide will help you find one worthy of years of wear.

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Tip #7: Watch Your Waist

When the Type I and Type II were introduced, men wore their trousers much higher on their body than they do now. This means that heritage-minded denim jackets tend to sit quite high on the body.

If you wear your jeans low on your hips, this might create some issues (especially if you have a long torso).

Ideally, the jacket should, when your arms are down at your sides, cover your belt line. Whatever you’re wearing it over, you shouldn’t have more than an inch or so of fabric hanging below the jacket.

To skirt your way around the issue, if you’ve got a traditionally cut denim jacket, pair it with mid-rise or high-rise jeans. Alternatively, you can look for longer-bodied chore coats or longer, modern takes on the classic denim jackets.

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Tip #8: Make It Entirely Your Own

When those fades start to emerge, the jacket will start to look dramatically different from the ones that are hanging on racks and in store windows. This is the absolute best way to make a jacket our own—by wearing it so much that it starts to say something about both our style and our lifestyle.

Even before this, though, we can do small things to make the piece uniquely our own. Pins and patches will help separate your jacket from others that might look just like it, and they also help us broadcast something about our tastes, allegiances, or affiliations.

Embroidery, especially when guided by a skilled hand, can turn a simple jacket into an eye-popping work of art. 

Chain stitch embroidery might be something simple like your name or nickname over your heart, or it could be a colourful back piece. Either way, it’s a massive style upgrade, and it’s well worth the investment. 

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Tip #9: Collars Up! 

Join the ranks of Rugged Royalty like Robert Redford, Elvis Presley, Eddie Cochran, and Dennis Hopper by turning up the collar of your denim jacket.

The jean jacket has an in-built rebellious streak, but you’ve got to lean into it by wearing it a little askew and a little haphazardly.

Denim jackets made from raw denim have a big advantage in this department. The stiff denim stands up straight for much longer.

Even when nicely faded, the collars stand at attention when flipped, creating a pleasing vee shape that lengthens the neck and frames the face very nicely.

Like Sinatra’s cocked hat, the flipped collar is a touch of personalisation that makes even a brand new jacket look uniquely your own. The only thing to it is to do it—and to own it. Lift your chin and make it clear that your collar isn’t just flipped. It’s flippant. 

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Tip #10: Dress it Up, If You Dare

For adventurous dressers, the Type III can absolutely stand in for a blazer or a sports jacket.

Worn over a shirt and tie, well-made denim jackets can look exceptionally sharp. Either with double denim or with dressier trousers, the bold combination demands attention.

The look is at its sharpest when the jacket is closed. Leave a button or two undone at the top so that you’ve got a bit of a triangle to work with—just like you would with a blazer.

Especially if you’re wearing lower-rise jeans, keep the jacket on and buttoned to keep your waistline out of sight. 

The tie seems to be the linchpin of the ensemble. Without it, the dress shirt and the denim jacket seem ill-suited for each other. With it, everything hangs together brilliantly.

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Tip #11: Be Monogramous

Just as with jeans, it’s not uncommon for denimheads to have a few great pieces from some of their favourite brands that are fighting for supremacy in their wardrobe.

If it’s in your nature to be sartorially polygamous, by all means rotate through your collection and continue adding new ones that catch your eye.

However, in life and in style, the most deeply satisfying relationships are monogamous ones. Denim love shared is denim love divided.

To properly fade a jacket, it needs to be your one and only. It needs to sit at the centre of your collection and, indeed, your life.

If you want to bring the best out of a jacket, settle down with one. Move in with it. Build a life together. If you don’t feel that any of the jackets in your collection are worthy of this kind of focused attention, splurge on one that is. 

When you’ve got that love match, remove temptations. Put all those jackets to one side, where they can wait until you’ve done justice to that worthy piece.

All the jackets in our Raw Denim Jacket Guide are made to be lived in. Pick the right one, wear it as much as possible, and let it become a reflection of what you do and who you are. That’s what the best jackets do: they tell your unique story in scars and stitches.

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The Perfect One-Two Combo

The advice above covers how to wear double denim right. If you’re looking for advice on what to wear, check out our Selvedge Masterlist and our Raw Denim Jackets guide. 

To get the latest news on what we’re wearing and watching, sign up for our newsletter here.

The post Double Denim Done Right: 11 Style Tips That Actually Work appeared first on Denimhunters.

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7 For All Mankind presents its campaign for Spring Summer 2025, a project which champions bold self-expression and cultural connectivity. Featuring Mariacarla Boscono and newcomer, Mohamed Hassan, the campaign is shot by Theo Liu and styled by Elodie David.

Through striking visuals and powerful storytelling, the next chapter of ‘Provocatively You’ amplifies the brand’s credibility as an industry vanguard. Reshaping the fashion narrative for a new generation. Mariacarla is playful, authentic, irreverent in her own space. The ultimate luxury in today’s fast-paced world.

“This season, we continue to celebrate the audacious spirit that defines 7 For All Mankind,” says Sacha Gomez de Zamora Ford, Global President of 7 For All Mankind. “This is more than a campaign; . It’s an invitation to be unapologetically yourself and redefine what fashion can mean for today’s audiences.”

7 For All Mankind brand is known for its denim. Whether it comes in the form of jeans, jean skirts, jean dresses or jean jackets in a variety of washes. You can shop for their denims online as well as at Bloomingdale’s, Nordstrom, and at Farfetch.

The post 7 For All Mankind Spring 2025 Ad Campaign first appeared on Denimology.

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SAINt JHN took the stage at Coachella Weekend 2 in a one-of-a-kind custom look created in collaboration with LEVI’S® and Who Decides War. Thus merging streetwear, spiritual symbolism, and SAINt’s signature love of denim.

The look was not just fashion, it was a visual sermon, seamlessly tying together SAINt JHN’s aesthetic, and his powerful musical presence.

Coming off the release of his new album ‘Festival Season’, and currently in the midst of his tour of the same name, this year’s Coachella marked a monumental moment for SAINt. This actually is his first-ever performance at the iconic music festival.

“This wasn’t just about what I wore—it was about what I stand for,” said SAINt JHN. “Denim has always been part of my story. And the cross, the symbolism of faith, of struggle, of beauty in redemption – that’s my real life. That’s SAINt JHN. Who Decides War brought that to life with Levi’s in a way that felt honest, grounded, and elevated.”

SAINt JHN is known for starting each performance with a side-stage prayer and closing every show by praying with his audience—rituals that make his performances more than concerts to him. With Who Decides War’s gospel-infused, deconstructed denim and LEVI’S® timeless Americana DNA, the look felt like an extension of his brand.

“Collaborating with SAINt JHN was effortless,” said Ev Bravado and Téla D’Amore, co-founders of Who Decides War. “Every piece in this collaboration for SAINt JHN’s Coachella Weekend 2 look is crafted from upcycled Levi’s, reimagined with our in-house airbrushing technique to achieve a worn-in effect. Signature thorn appliqué wraps the waistband, paired with custom leather stained glass patches – hallmarks of Who Decides War. The jacket is finished with original artwork inspired by the artist himself.”

The post SAINt JHN In LEVI’S® And Who Decides War first appeared on Denimology.

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Superstitch MFG. is a Paris-based denim brand founded by French denim enthusiast Arthur Leclerq. The brand is dedicated to reviving the craftsmanship of vintage American workwear, producing garments that honor the heritage of denim while incorporating meticulous attention to detail.​

The brand’s philosophy centers on creating jeans “as they were,” emphasizing durability, functionality, and timeless style.

They operate from a workshop in Paris, where they utilize a collection of vintage sewing machines from the 1920s to the 1970s. These machines, including Union Special, Singer, and Reece models, are carefully restored and maintained to ensure authenticity in construction techniques.

This is definitely a brand for you denimheads, interested in high-quality, vintage-inspired denim crafted with authenticity and care. SUPERSTITCH MFG. offers a unique blend of French craftsmanship and Japanese fabric excellence.

You can shop for SUPERSTICH MFG online on their website.

The post Denim Made in Paris: SUPERSTICH MFG first appeared on Denimology.

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Big John is a pioneering Japanese denim brand established in the 1940s in Kurashiki, Okayama Prefecture. Originally known as Maruo Hifuku, the company began as a sewing business and evolved into Japan’s first domestic jeans manufacturer. In 1965, Big John produced the country’s first jeans using imported American denim, and by 1973, they introduced the first jeans made entirely from Japanese-produced denim, collaborating with the Kurabo mill.

Craftsmanship and Philosophy

Big John is renowned for its commitment to quality and innovation. The brand’s philosophy, “QUALITY COMES FIRST,” reflects its dedication to superior craftsmanship. Their jeans are crafted in Japan, emphasizing timeless design and the use of high-quality fabrics.

Notable Products

Among Big John’s offerings, the M106G (000B) 23oz selvedge denim stands out. This slim-fit jean is made from heavyweight selvedge denim, showcasing the brand’s expertise in producing durable and stylish denim wear.

A feast for all of you out there who love selvedge denim!

For the ladies, Big John offers the COMPLETE FREE, their super versatile Jeans for all life conditions.

These jeans are made of hyper-stretchy fabric for unprecedented comfort. The stretch fabric does not easily lose its shape, so you can always maintain a beautiful silhouette.

The post Big John – For Selvedge Denim Lovers! first appeared on Denimology.

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D&J-Denimsandjeans is thrilled to welcome Chanel Merchants to the 7th edition of our Bangalore show on May 14-15, 2025! In a brief conversation, we gained valuable insights into their presence in India and their work. Chanel Merchants is poised to make a significant impact in the Indian market, and we’re excited to see their offerings at our event.

Chane Merchants have integrated operations with in-house design, production & packaging along with experienced team serving global brands. Quick response vendor with low MOQs & short lead times. Strong design team offering seasonal trend-driven collections.

Please share some details about the background of your company .

Chane Merchants Private Limited was setup in Ahmedabad, India in 2023 with the aim of manufacturing quality denim garments for Indian brands and big box retailers. We specialise in high fashion and quick response.

We have a strong leadership, planning, production and merchandising team with over 50 years of combined experience of dealing with top international brands and retailers like Levis, Cotton On, Woolworths, Polo (SA), TFG group (SA) etc. We have started off with a monthly capacity to produce 45000 units a month with an expansion plan to get to 125000 units a month by the end of FY 2025-26

Why did you plan to come to India for manufacturing jeans ?

Retail in India has evolved substantially over the last decade or so.  The market which was essentially unorganised stand-alone mom and pop stores has been completely disrupted by organised players like Reliance, Myntra, Aditya Birla, Tata etc.

However, manufacturing in India still remains pretty much fragmented and unorganised, unable to cater to the demands and pace of organised retail. We feel there is a deep vacuum for organised manufacturing with proactive product development, strong merchandising and great production planning and we are here to fill that vacuum

What do you think is more imp- the local market in India or the export market ?

Both markets are important because there is a merit to having customers with varying annual shopping seasons and trends.  While it maybe a Diwali or Eid or Durga Puja in India, its Christmas and Easter overseas.  Having both domestic and export buyers helps a manufacturing unit mitigate the risks of seasonal buying and capitalise on varying buying trends.

The post A Conversation With Chaitanya Dalvi – CEO, Chane Merchants appeared first on Denimandjeans | Global Trends, News and Reports | Worldwide.

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Levi’s^® and Beyoncé launched the third part of their collaboration this week. Named Refrigerator, this is the third chapter of the REIIMAGINE campaign. You can have a look at the previous campaign here.

In the new film and accompanying imagery, Levi’s^® continues to highlight the brand’s heritage as inspiration for reinvention.

The first two chapters, Launderette and Pool Hall, reignited conversations around Levi’s^® legacy. it was about the Launderette’s subversive take on the brand’s classic ad and Pool Hall paying homage to Levi’s^® deep ties to music and counterculture.

The third chapter, Refrigerator, brings the campaign into a new setting – a roadside diner – where timeless style meets undeniable confidence. Once again, Levi’s^® teamed up with director Melina Matsoukas. And this chapter highlights how Levi’s^® remains a canvas for individuality, self-expression, and cultural influence for today.

Inspired by the Levi’s® 1988 Refrigerator commercial, this chapter transforms the ad’s original spirit into a modern statement about confidence, originality and empowerment.

Set in a sun-drenched roadside diner, the film reimagines the 1988 Refrigerator ad, with Beyoncé as the lead. Wearing the Iconic Western Shirt, 501^® Original Shorts, a crisp white tank Beyoncé moves with confidence, ready to take on her next challenge. With a special cameo from Willie Jones, a collaborator on Cowboy Carter, the campaign seamlessly connects the brand to Beyoncé’s broader artistic universe. 

“Levi’s® isn’t a legacy brand – it’s a brand with an incredible legacy that has consistently remained at the center of culture,” comments Kenny Mitchell, global chief marketing officer. “Through REIIMAGINE and our partnership with Beyoncé, one of the most influential artists of our time, we’re building on decades of classic Levi’s® iconography and celebrating what it means to lead with intent and confidence.”

The campaign continues the Levi’s^® tradition of working with the most celebrated creative talents of our time. Matsoukas collaborated with Emmy Award-winning cinematographer Marcell Rév and acclaimed photographer Mason Poole to capture the visual essence of “Refrigerator,” building on the legacy of iconic Levi’s^® campaigns and photography.

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