Denim is one of the most important textiles of the 21st century – and this new project acknowledges that. WGSN Denim Editor Samuel Trotman reports
As many of our readers will agree, denim is one of the most important fabrics of the 21st century – not just for denim heads but everyone. A symbol of cultural authenticity, denim is widely recognised as one the most universal and democratic fabrics in the world. Its even been said that at any one time, approximately 50 percent of the global population is wearing a pair of jeans. And it’s this universal expression Topman is celebrating for F/W 15 with its new campaign “This is Denim”.
Launching across stores on the 24th September, Topman is kicking off the project with a new and revised collection of indigo goods. While the brand is recognised for its spray on skinny fits, the new season sees it widen its denim offering. The new line reflects the diversity of the classic 5-pocket jean with everything from new styles such as the Japanese inspired “Wide Leg Crop”, “Denim Chino’s” and “70’s Kick Flare” to more recognisable fits like the “Stretch Skinny” – all of which will be housed in a brand new denim destination in store.
The design team has revised its fabrics and laundries too with a range of constructions and finishes that span from raw rigids, all-American style blues, 1990s stonewashes and heavily destroyed looks. Like its Japanese selvedge line that launched earlier this year, the brand will expand its affordable selvedge offering with a range of washes, including a rich indigo, coated cobalt blue, black and a stone wash. Classic denim staples such as the denim jacket and denim shirts get a refresh too with re-imagined cuts and silhouettes that give these icons a contemporary attitude.
To coincide with the launch of ‘This Is Denim’, each TOPMAN store will have a designated denim experts on hand to talk customers through the breadth of denim on offer. The Oxford Circus flagship store will have a unique denim lounge which will serve as the ultimate denim destination and showcase the latest denim offerings. The denim area will also include an express fitting room which will allow customers to skip the queues and try on their denim.
In celebration of “This is Denim” there will also be a digital take over on topman.com allowing customers to ‘Win a Year’s Worth of Denim’. To be in with a chance at winning customers can simply go on to the website and enter their email into the prize draw. As an added bonus there is no price limit on product and the prize allows customers to select across the entire denim collection and other winners will get a chance to win a 20% off voucher to spend in-store on some new threads.
The “This is Denim” launch and takeover will be at Topman Oxford Circus from the 24th September. Prices range from £30 for jeans and up to £85 for overalls and will be available in stores and online at Topman.com
Like what you just read? Follow Samuel on Instagram for the latest indigo inspiration and denim news.
DENIM HEAD? Our team of experts are at every trade show, determine tomorrow’s trends and know which looks are going to have a huge impact on your business. Sound good? Join WGSN.