Europe and Heritage Denim Brands


During difficult economic times, consumers tend to go back to classic brands and products. Old-school and hard-wearing denim are seeing a comeback, especially in Europe where retailers are noticing increasing demand for classic denim brands such as Lee, Lee Cooper, Levi’s and Wrangler, workwear labels like Carhartt, Dickies and OshKosh B’Gosh, and even the pioneers of designer jeans such as Calvin Klein and Polo Ralph Lauren. The European divisions of Wrangler, Lee and Levi’s each boast a great product range, while the U.S. collections of the same brands have gone more mass market. Heritage-inspired limited editions of Levi’s classics, including the 501 cut, which launched in 1890 have also been highly successful over the last couple of seasons.

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