Denim for Days

Our Blue Belief Collection is one of the key foundations that we build our brand on. The range presents all-time favourite silhouettes like the Shelly, Rebecca, Eddie, and Cosmo jeans in timeless washes that effortlessly match your current as well as future wardrobe. Each component is sourced responsibly – threads, trimmings, and zipper tapes are made from recycled materials – and each pair is made with Low Impact technology, using 75% less water, energy, and chemicals than traditional denim manufacturing.

Comparing the texture of denim with the one of skin, our latest campaign highlights the Blue Belief line by showing its styles from a completely new perspective. Natural facial expressions and close-ups like the one of freckles are contrasted by more static postures and the seemingly rigid material of jeans – which ultimately progresses to softening with every wear, making space for your own individual movements, gestures, and expressions.

News in the Blues

Apart from showcasing the essential styles from this line, our campaign also introduces the latest addition to the offer: the mid-blue "Legend" wash which proves to be a versatile colour that can easily be coordinated with your existing looks as well as create casual double denim ensembles by combining the jeans with the shirt in a matching shade.