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Why Heavyweight Denim Is Popular Among Motorcycle Riders Motorcycle culture has always been shaped by a blend of freedom, craftsmanship, and practical design. From the machines themselves to the gear riders choose, every detail reflects a balance between personal style and real-world performance. Of all the fabrics that have endured…
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This past Sunday, exactly during Super Bowl, Levi’s launched “Behind Every Original”, a bold new global campaign celebrating the people who push culture forward. And there’s one cheeky twist.
Debuting during one of the biggest sporting moments of the year, the anthem film “Backstory” flips expectations by showcasing celebrity icons and everyday originals exclusively from the backside as they share the Levi’s® backstories which shaped who they are.
Why the backside? Because it’s the most iconic point of view of Levi’s jeans. The arcuate stitching, signature silhouette and Red Tab
instantly signal originality. For over 150 years, Levi’s jeans have been the uniform of cultural catalysts across music, sport, fashion and art. Worn by those pursuing progress and shaping what comes next.
“One of the things I love most about the ‘Behind Every Original’ campaign is that it links together a story only Levi’s can tell,” said Kenny Mitchell, global chief marketing officer of Levi Strauss & Co. “This global campaign celebrates our place at the center of music, sports and fashion culture. Aas well as in the closets of fans across generations. It’s fitting to have it launch during the Super Bowl being played at Levi’s Stadium, which has become a cultural moment in its own right, through the unifying power of sports.”
“Backstory” is directed by Kim Gehrig and features James Brown’s ‘Get Up Offa That Thing’ as the soundtrack to a dynamic cast of Originals. The cast ncludes Grammy-winning Doechii, global superstar Rosé, reigning NBA MVP Shai Gilgeous-Alexander, Questlove, Stefanie Giesinger and even Disney-Pixar’s ‘Toy Story” character Woody.
Levi’s® denim is at the heart of the campaign, showcasing Originals in a range of styles including the Low Sim Boot, 578 Baggy jeans and Relaxed Fit Trucker. Every frame celebrates denim-covered individuality – strutting, dancing, moving and, above all, living in Levi’s.
The film honors cultural icons of the past while capturing the irreplicable swagger of those creating what comes next, rooted in the authentic moments Levi’s has been a part of for generations.
The “Behind Every Original” campaign continues with a cascade of punchy, six-second clips spotlighting each Original and shifting focus from fame to movement and self-expression. The fully integrated campaign spans social, digital, in-store and out-of-home, with more backstories unfolding globally throughout the year.
Visit levi.com and follow @levis on Instagram and TikTok to stay up to date on the campaign.
The post Levi’s “Behind Every Orignal” Campaign first appeared on Denimology.
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Stella McCartney doesn’t treat denim simply as a fabric. In fact, she elevates her denim with technology and sustainability at the core.
Stella McCartney has long been a leader in ethical luxury, and Spring 2026 was no exception:
PURE.TECH Denim:
McCartney introduced denim woven with air-purifying technology which actively absorbs and neutralizes pollutants like CO₂ and nitrogen oxides. A first of its kind in fashion. This makes McCartney’s jeans not only fashionable and functional, but, foremost, super sustainable.
FEVVERS
Vegan alternatives – Fevvers replacing feathers
And above all, using predominantly cruelty-free and conscious materials.
In her Spring 2026 collection, denim is shown in deconstructed and reimagined silhouettes. There are slouchy jeans, layered denim outfits, and pieces with curved paneling (some suggesting a jacket tied around the waist).
Check out McCartney’s denim looks of this coming spring in our gallery below.
You can shop for Stella McCartney clothing on her website, at CETTIRE, and at NET-A-PORTER.
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Pacsun released its newest men’s and women’s spring campaign for 2026. Shot in sun-soaked locations across Brazil, the campaign highlights an all-local cast of youth models, capturing the country’s vibrancy and beauty with Pacsun’s latest styles.
The setting serves as a cultural reference point, reflecting the global influences shaping how young consumers dress, travel, and express themselves today.
The campaign channels a youthful spirit defined by movement, real connection, and unapologetic self-expression. Pacsun approaches Spring through an elevated yet romantically authentic lens, with styles intentionally designed for how Gen Z actually dresses.
Effortless pieces that speak loudly of tasteful prints, rich textures, and lively colors. Shot across Rio de Janeiro from the painted steps of Escadaria Selarón and the rhythm of the General Osório fruit market to the shores of Ipanema Beach, each setting captures the city’s real spirit and the lives that move through it.
As a top destination for Gen Z travelers, Brazil is the perfect backdrop to reinforce this adventurous mindset where style is empowering, creative and carefree.
For women, the collection introduces fresh swim and warm-weather staples, including new bikinis, denim shorts and skirts, terry cloth mini shorts, feminine tube tops and tanks with crochet and beading details, and relaxed jeans.
For men, the focus shifts to stylish casual pieces such as short-sleeve camp shirts, crochet collared tees, artistic jackets, printed denim, and lightweight layers designed for understated styling.
Beyond trends, the collections were curated to inspire consumers to create their own personal style.
“The energy and openness of Brazilian youth culture aligned naturally with how Pacsun designs and styles its collections,” said Richard Cox, Chief Merchandising Officer of Pacsun. “By working with Brazilian talent, local businesses, and community spaces, this campaign reflects our commitment to showing up responsibly, honoring creativity, and showcasing culture through fashion. Embracing the spaces that inspired us helped translate the campaign in a captivating way.”
Guided by a purpose-driven approach, Pacsun voluntarily supported local environmental, cultural, and preservation initiatives during production. This included clothing donations, beach conservation efforts, community programs in Pedra do Sal, and the preservation of the Brazilian flag painting on Eduardo Jansen Street.
These efforts underscore Pacsun’s dedication to engaging respectfully with communities and setting the standard for other retailers that shoot abroad. The brand is proud to celebrate Rio while supporting the people and places that make it so special.
Explore new spring arrivals online at www.Pacsun.com and in-stores nationwide.
The post Pacsun – Spring 2026 Ad Campaign first appeared on Denimology.
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Chris Leba’s R13 Pre-Fall 2026 collection is about grunge heritage reinterpreted with “pajama tailoring” ease.
This collection keeps R13’s downtown New York edge but softens the aesthetic with comfort-driven silhouettes and a tailored feel, creating a hybrid of grunge and refined ease rather than pure streetwear distortion.
A good example are sweatpants created with denim style tailoring.
Overall, R13’s signature denim DNA still appears. Think lived-in layers, relaxed fits, and stacked hems that echo downtown style. But without being headless or loud. It’s woven into outfits with texture and attitude, worn with heavier boots, flannels, and tailored tops.
And, as in most Leba’s collections, leopard print is also very present in his Pre-Fall 2026.
Denim here acts less like a statement piece and more like a textural anchor in the collection’s overall feel.
You can shop for R13 on their website, at Nordstrom, and at Shopbop.
The post R13 – Pre-Fall 2026 Lookbook first appeared on Denimology.
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The past few weeks have moved quickly here at DH HQ, which makes this a slightly unusual moment to slow things down. But that’s exactly what I’m about to do—clear the schedule for one of the highlights of the year, the annual family ski holiday.
After some good years in Norway, where the kids got comfortable on skis, we’re heading back to Italy. Back to the Dolomites, where I learned to ski myself, and to a place that still feels like familiar ground.
Because I check out and hit the road with the car fully loaded, here’s a recap of what’s new and worth flagging right now.
This is the fifth issue of the DH Weekly, which I also send as emails. If you want updates like this one directly in your inbox, you can sign up here:
For the first time since launching in 2010, heavyweight Swedish denim label SOSOBROTHERS is being stocked by a retailer. Cultizm becomes the brand’s first wholesale partner worldwide, marking a clear shift from its long-standing direct-to-consumer model.
Until now, the brand has built its reputation through custom orders and a tightly knit community of wearers, centred on some of the most uncompromising denim on the market.
Moving into retail changes both access and scale—and makes it easier for people to experience the work without going the custom route.
Cultizm’s initial selection leans fully into the heavy end of the spectrum, led by the 33 oz. selvedge used for the “Breaker of Legs” jeans and the “Breaker of Arms” jacket.
Woven from long-staple Australian cotton on vintage shuttle looms, it’s rigid, slubby, and deliberately unforgiving. The line-up also includes the 20 oz. Ghost Selvedge, a slightly more wearable heavyweight option that still rewards long-term wear.
For a brand that has always done things its own way, this move into retail is a notable change—and one worth paying attention to.
Bluezone has wrapped its Spring/Summer 2027 edition in Munich, once again running alongside Munich Fabric Start and giving a useful snapshot of where denim sourcing and development is heading.
This season’s recap comes with the help of Wouter Munnichs of Long John, who reports on a show that continues to evolve rather than reinvent itself—steady footfall, cautious but engaged exhibitors, and a clear sense that brands are still navigating a market shaped as much by restraint as by ambition. Sustainability, circularity, and material innovation remain central, but with a noticeably more pragmatic tone than in previous years.
If you’re interested in how mills and manufacturers are positioning themselves right now—and what that says about the near future of denim—the full Bluezone SS27 recap is worth your time.
Few recent films have captured the texture and reality of early-20th-century workwear as convincingly as Train Dreams. Adapted from Denis Johnson’s novella and led by a quietly powerful performance from Joel Edgerton, the film lives and breathes through its details—faded denim, worn boots, work jackets, clothes that look like they’ve been lived in for decades.
In an interview we published this week, Bryan speaks with the film’s costume designer, Malgosia Turzanska, about the research, sourcing, and ageing techniques behind the wardrobe. From collaborating with White’s Boots to studying archival photographs of loggers and railroad workers, she walks through how the costumes were built, broken in, and used to show the passage of time on screen.
If you care about heritage workwear, material honesty, and how clothing can quietly carry a story, this conversation is well worth reading.
Bryan’s gone back into our fisherman’s sweater guide and given it a proper update. Originally published in early 2023, it’s been refreshed with current availability, a few adjustments, and the same deep dive into why these sweaters have lasted as long as they have.
If you’ve used the guide before, it’s worth another look. And if heavy knitwear is still doing real work in your rotation, this remains one of the most useful overviews we’ve put together.
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As we have already stated in our feature about the Nili Lotan Spring 2026 collection, this year we are all about denim shirts.
And it’s not only Lotan, but many other brands as well, which we will be featuring here in our lookbook post, so stay tuned.
We have worn our denim shirts since forever, agreed. Without too much thinking we just added the shirt as a basic, or layered it over a tee or tank top. And now we are going to have to pay more “special” attention – let’s start playing with the many possibilities of a – not so simple anymore – denim shirt!
To state it loud and clear, yes, this year denim shirts are having a real moment. But they’re not the basic Western snap you’re thinking of. The vibe is refined utility with fashion-forward proportions, and they’re being worn year-round, layered or solo.
Overall, in 2026, denim shirts are more a fashion tool than just heritage cosplay. Also worth pointing out is that they are less cowboy but rather more button-down style. Denim shirts are basically genderless, depending on what kind of fit you prefer. If you love over-sized, then definitely go for a unisex or men’s style.
Below you can find our six favorite denim shirts available to shop for right now.
LOIS Jeans Rhiestone Embellished Denim Shirt ($239) – The studs definitely make a difference
DIESEL d-simply-s15 Denim Shirt ($395) – Welcome back grey denim!
Veronica Beard Gabby Denim Button-Down Shirt ($82) – If you like fitted and cute with the added tie
GANNI Logo Embellished Denim Shirt ($418) – We like layering this shirt over long sleeved tops
Free People Bailey Ruffeled Denim Shirt ($102.40) – Speaking to our feminine side
ACNE STUDIOS Paint-Splattered Distressed Denim Shirt ($730) – If you are looking for distressed and oversized
The post Wardrobe Staple 2026 – The Denim Shirt first appeared on Denimology.
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This article is sponsored by Bluezone, the trade show for denim by Munich Fabric Start. Register to visit here!
Trade shows have always played an essential role in the clothing industry—bringing people together, connecting makers with buyers, giving brands and makers a platform and voice. But the relevance and role of trade shows have been questioned for years now; I’ve seen that shift unfold ever since I first started going back in the late 2000s.
This year marks a decade since I first visited Bluezone in Munich. I haven’t made it to every edition since, but I’ve seen the show evolve—especially over the past year, as it’s become fully integrated into Munich Fabric Start.
For the recent SS27 edition in January, I wasn’t able to visit myself—because I was busy showing my own brand at its first-ever trade show in Copenhagen. So I called in a favour; my longtime friend and fellow denim blogger, Wouter Munnichs from Long John, kindly acted as my eyes and ears on the ground in Munich.
What follows is a recap drawn from Wouter’s impressions of the show.
According to Wouter, the vibe in Hall 2 was great. The integration with the broader MFS show continues to pay off—visitors didn’t just stay in their usual lanes. They flowed between halls, including Bluezone, and that gave denim exhibitors more chances to engage.
Traffic was consistent. And importantly, it seems the right kind of visitors found their way to the denim hall. Exhibitors were doing actual business. That doesn’t happen by accident.
As Wouter points out, many likely pre-scheduled meetings and personally invited key clients. But the layout helped too. There was plenty of organic foot traffic from visitors who wouldn’t normally be deep in the denim hall. And that’s one of the major benefits of being fully integrated into the larger show: Bluezone is no longer a destination—it’s part of the route.
The new placement of the Trend Zone, now relocated to the foyer, seems to have been another smart move. Wouter tells me it caught attention immediately, with lots of visitors stopping to take photos. It’s clear that positioning innovation up front helps communicate that Bluezone isn’t just about jeans and mills, it’s about what comes next.
No surprise here: sustainability was everywhere. But not just in the usual sense.
What stood out to Wouter were the technical improvements—specifically in printing—and how they’re finally starting to look retail-ready. The conversation around recyclability is also maturing. More mills are offering rigid, stretch-free fabrics that align with both the shift to looser fits and circular design logic.
The pleasure theme isn’t something people were openly talking about on the floor—but Wouter too saw it as doing exactly what a campaign should: stopping people in their tracks and adding a sense of boldness and freshness to the show’s identity.
On the sourcing side, most exhibitors seemed satisfied. The right buyers came, and many seemed eager to engage. Wouter described a mix of small and large brands visiting booths—and importantly, they weren’t just kicking tires.
The feedback he heard suggested that Bluezone continues to attract the kind of audience that wants to touch, feel, and understand the fabrics. That’s still a crucial step in the decision-making process, even in a post-Zoom world.
There was some quiet optimism about the calendar shift. Starting next season, the summer edition of Bluezone will move up a few weeks to mid-July. That’s a bold move—and a risky one for anyone with kids on school holiday. But many exhibitors apparently see it as positive. The hope is that it’ll give them more time to respond to what they see and hear before locking in collection development.
It’s not yet clear how this new slot will affect attendance. But if the last two shows have proven anything, it’s that Bluezone knows how to evolve. The full integration into MFS, the repositioning of the trend content, and the continued strength of the exhibitor list are all signs of a show that’s adapting to the needs of the moment.
Whether or not that will be enough to pull more visitors in July remains to be seen. But if the strategy is to position Bluezone as a serious, future-focused denim hub—and not just a place to shake hands with your existing customers—then it’s headed in the right direction.
With two integrated editions under its belt, Bluezone has settled into its new home. The next show is scheduled for July 14–16. It’s a shift that makes sense for production cycles, but it does clash a bit with summer holidays in Northern Europe.
That said, if the show keeps delivering the right mix of inspiration, connection, and commercial relevance, people will make it work. I certainly intend to, because whether you’re showing or sourcing, Bluezone is becoming harder to skip.
I’m Thomas, founder of Denimhunters. Once a week, I send an email with what I’m working on and writing—new guides, deals, and things worth paying attention to.
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