In the fast-paced fashion industry, Cup of Joe has successfully differentiated itself by consistently focusing on the essentials. Inspired by the anecdote in which Navy Minister Josephus Daniels reformed his fleet by replacing alcohol with coffee, the so-called “Cup of Joe”, the brand is dedicated to creating denim looks that are timeless in design. The SS24 collection reflects this ethos, introducing models that focus on comfort and simplicity.
Based on their established NOS range the SS24 collection offers a wide range of fits – from skinny and slim to straight fits. These are classic, but always up-to-date options. Instead of chasing trends, the collection focuses on versatility and authenticity. The color selection, dominated by various shades of blue, black and gray, ensures problem-free integration into the existing wardrobes of Cup-of-Joe wearers. Accent colors such as dark green and a relaxed, light khaki tone bring additional freshness to the SS24 collection.
Particularly noteworthy is the first-time introduction of a lounge set, consisting of wide-cut jogging pants and a casual sweater with ribbed edges. For the ladies, the set is available in soft white, classic navy blue and bright orange.
Denim was never a fad, but rather an ever-evolving statement. It accompanies its wearer through the decades and defies passing trends. Cup of Joe celebrates this special status and pays homage to the timeless spirit of denim – especially with the SS24 collection.