One of the great success stories in premium denim DL1961 was founded in 2008 in New York with a mission to create the “perfect fitting jeans.” Not only do their jeans look and fit great but the company went as far as creating their own unique fabric which is called XFIT LYCRA® which moulds to the body of the person wearing the jeans for a great fit but also retains its shape over the years.DL191’s innovative XFIT LYCRA® means that your jeans will not start sagging and going baggy or even lose their original shape. It is always exciting to see innovation in the denim industry because we believe that this is what design is all about whether it is combining cotton fabric with another kind of fabric for just the right amount of stretch for the best fit or new laundry and fading techniques. This is what consumers pay premium prices for, products that are truly special and make them look and feel great.
DL1961’s popularity has been on the rise since the brand was first launched and they have become a staple in the wardrobes of celebrities and trendsetters alike. DL 1961 now makes jeans in more than 100 styles in a variety of colours, weights, washes and textures and they can be purchased in over 1500 stores around the world. Due to their rich heritage in the textile industry the family owned company benefits from over three generations of expertise and experience in the textile industry. Their passion for technology and innovation has resulted in them producing one of the most revolutionary denim brands available on the market today.
Fall/Winter 2013 Campaign
DL1961’s Fall/Winter 2013 Campaign is entitled: “A Love Story: Denim, Leather and New York” showcasing a takeover of Union Square with the brand’s 24/7 denim. It is all about the kind of jeans that you can wear 24/7; Sarah Ahmed of DL1961 said that their goal was to make denim sexy while maintaining comfort, style and attainability. DL1961’s concept of 24/7 denim-a jean that looks just as great at the end of the day as it did the first time you put them on is the inspiration for the campaign. The campaign was shot on location at New York City’s iconic Brooklyn Navy Yard by fashion photographer Boo George and it features the supermodels Karmen Pedaru and Vincent Lacroq. It will be featured in some of the top lifestyle and fashion magazines in the world including InStyle, People, StyleWatch, GQ and Men’s Health.