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Collaboration: April 77 x Calla

We’re loving the S/S 12 capsule range between French denim gurus, April 77 and Canadian print meistro, Calla. It fuses laundered-look digital printed surfaces with an etherial, psychedelic style to create a modern denim collection for Women.

Calla is known for her allover digital prints, and April 77’s cult silhouettes (The Joey Lady and Marky jean and the Beat Jacket) are reinvented in her high-color and directional surfaces.

“The brand, CALLA, is based on the idea of relaxed luxury, so it was im- portant to me to propose jeans to my client. I asked April 77 to work with me because they are just honestly my favourite denim brand! I wear them all the time. For this collaboration, we discussed mixing our two worlds together into a theme called ‘Romantic Rights’ – a vision that is both romantic and very rock and roll. For the print designs, I imagined a girl, in love, at a summer music festival and how she feels. I tried to communi- cate the heat, the nature and the music in abstract patterns.” Calla Haynes.

We’re currently working on our latest Denim Outlook: Laundry report and this collection reminds us of the emerging trend for digital laundries currently updating directional denim brands’ ranges – stay tuned for more!

 

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