Luxury brand Karl Lagerfeld has announced the launch of its new denim brand, Karl Lagerfeld Jeans. With a bold, youthful aesthetic and street style appeal, the new brand, available from today, December 8, 2022, caters to Gen Z.
The digitally embossed brand thus addresses a generation of “digital natives” who grew up with the internet and computers and will offer online, offline and phygital experiences accordingly, including user-generated content, social media activities and influencer initiatives: Inside.
“The launch of the brand reflects Karl Lagerfeld’s vision of building community, reducing the impact on the planet and connecting with the next generation,” the company said in a statement on Thursday.
“As the world of Karl Lagerfeld continues to expand, we are excited to expand our portfolio with the launch of Karl Lagerfeld Jeans. Not only did Karl wear denim most days – he also had a vision to connect with younger generations and inspire a constant reinvention of art and culture,” comments Karl Lagerfeld CEO Pier Paolo Righi in it.
The collection is made from more sustainable organic or recycled materials and 90 percent of the garments carry the Karl Cares seal. This indicates that a product contains at least 50 percent more sustainable materials, such as organic cotton or recycled polyester. According to the brand, the jeans are finished using techniques that use less water and energy than traditional denim production; However, she did not give any further details.
Characterized by K-seam details, diverse denim cuts and an electric blue (Pantone 2736 C), the Karl Lagerfeld jeans collections are created by a new design and product team led by Design Director Hun Kim in the studio at the Brand developed on the Herengracht in Amsterdam.
“Karl was a master at combining cool, rock-chic denim with dressier pieces. He also showed that denim is age and gender independent – no matter who you are, anyone can wear denim! The progressive brand Karl Lagerfeld Jeans celebrates diversity through new silhouettes, new and unexpected details. The look is creative, authentic and effortlessly cool, for trendsetters and rule-breakers who want to stand out from the crowd,” explains Hun Kim.
The spring 2023 collection will be available from December 8, 2022 at selected digital partners and on Karl.com. No information has yet been given about the prices.