Reebok 80’s or 90’s brand
Triple Five Soul
Rebrand
Pepe Jeans Gap
Urban Outfitters
Re-design/create
Lookbook
Thoughts + Ideas
Cos
Celestine Eleven Topshop Fashion Film
Short Film
Illustration
Promotional
Gif Collaged Fashion Photography Lifestyle
Lookbook Campaigns
Publication
Oh Comely
Street Style 1818
Cereal Magazine
All Saints
New Models/Muse
London
Street Style
British Heritage
App
Rebrand
Denim Focus
>> Pepe Jeans Social Media
Facebook Events
Music playlist Online Publiction Website Mock-Ups
Tagline/manifesto/ethos Customer Interaction/Service
Interview past/current customers
Technology/Digital
The word “jeans” comes from the French word meaning “the blue of genoa”. Denim fabric originates in the Frnech town, Nimes, it owes its name to the location. Navy Sailors were the first to wear denim back in the 1500’s but it wasn’t until the 1870’s during the gold rush boom that the denim trend sparked. It was then Levi Strauss - a now famous denim brand - manufactured worker jeans with rivets which was quickly adopted by californian coal miners. Strauss eventually started using twilled cotton cloth which originated from the French town, Nimes. For a long time,denim was being worn by workers until it became popular in American Pop Culture when wearing jeans was used a form of protest against conformity. But as the denim trend progressed, by the 1960’s, wearing blue jeans became more acceptable in modern society and by the 1970’s they were established as a key fashion trend. The 1980’s saw designer denim jeans being showcased on the catwalks and each season presents the new on trend cuts, features and embellishments. it has grown to become a key staple piece.
Pepe Jeans was once cemented as one of the biggest denim manufacturing companies in the UK. From its humble beginnings at the Portobello Market to its rise into the fashion industry, Pepe Jeans were once the most sought after denim brand of its time. I aim to re-brand this once iconic brands image to present to the fashion-hungry generation of today. I will create a new and exciting online look-book showcasing the brands new digital image via website mock-ups, campaign ideas, selected models/muses to represent the brand, social media ideas and the overall concept of the brand. Though I do want to keep the soul of Pepe intact by keeping certain aspects but still creating a more modernised and desired brand for customers to follow.
“The blue denim look… is the uniform of the world, the way we all want to look when we’re feeling easy, moving fast — a way of life,” - Observed Vogue in 1971.
As potent a symbol as the red, white, and blue, jeans are globally recognized as an American icon. Created in 1873 by Jacob Davis and Levi Strauss, jeans lived a life outside of style for many years until fashion shook the dust off of denim and made it what it is today: the fabric of our lives. This acceptance of denim as a fashion material, rather than a specialized—and marginalized one—coincided with the sixties’ Youthquake, which announced the widespread acceptance of street-inflected individuality. The new era it introduced was infused with what was called “the jeans spirit,” which continues to hold the world in its thrall. Why? The answer might be as simple as that proffered by Vogue in 1999: “Jeans are always cool—and always evolving.”
The innovative denim brands anticipated “RAW for the Oceans” campaign features a new A/W2014 collection made from denim and Bionic Yarn eco thread of fibres derived from recyled plastic bottles. This collection is at the forefront of sustainable fashion and highlights the seriousness of plastic being discarded in our oceans. The campaign itself is curated by singer Pharrell Williams, whose song “Happy” is the soundtrack of its campaign video. This first collection from G-Star has already used over 10 tonnes of the problematic ocean plastic and consists of both mens and womens pieces to support the cause and providing a solution.
WRANGLER
H&M launched a green line of ethical denim clothing.The collection features classic denim staples like jumpers, bombers/jackets, jeans, shirts and jumpsuits, many suitable for all ages. They have all been manufactured with low energy consumption and minimal water usage. This collection has recieved much appraisel from the fashion industry due to its ecofriendly iniative and its stylibility.
Each season, denim company, Denham celebreates “the attitude of pure indigo” with an exclusive collection. The Amsterdam-based label worked with Daniel Harris from the London Cloth Company in East London to create a “union cloth” fabric manipulation.
Using atleast two looms from the 1940s/50s, Shetland wool and indigo-coloured cotton have been woven together to produce an interesting and unique twist on the classic jacket.
Denim sales declined in the 90’s as loud prints, poppers, track-suit bottoms and khaki trousers became the key trend for the youth to wear. But the rise of Hip-Hop music, a classic baggy and low-worn look grew in popularity. A few American television shows also helped to bring back the denim craze.
There are many denim brands still surviving in the current market. Brands like Levi Strauss, Wrangler, Acne, Denham & Diesel are seeking new ways to manipulate, transform and promote their latest denim products. With denim being a huge market and many companies competing to sell their products, denim brands must find alternative solutions to survive in the industry.
Following the denims ever-growing evolution from its humble beginnings as mens workwear to an iconic staple piece, fashionconsious consumers are seeking more bespoke denim to add to their wardrobe.
Denim has had a global impact on the fashion industry and both high-street and luxury denim brands are continually searching for inspirations, ideas and innovations to make their denim products stand out.
Loren specializes in hand-crafted, premium denim. Its products are inspired by classic vintage style jeans yet they are practical and built for living in. Its workshop is Brooklyn based, they are influenced by their detail-orientated and visual surroundings which they show within their products.
Their denim brand is completely manufactured in their Los Angeles retail store. Its denim is imported from Kairhara, Japan and all the denim is 100% indigo dyed fabric with no synthetic dye. They are a full service retail store focusing on altering classic vintage pieces into more innovative and unique products. they specialize in re-working clothing and accessories from the 1920’s and 1960’s, this includes boots, jackets and leather goods. They also offer a repair and alteration service.
Traveller Denim specialize in bespoke hand-crafted denim. Using Japenese selvedge denim and vintage industrial sewing machines, they produce high-quality graments tailored for each individual.
“...what’s cool about raw denim — it allows people’s denim to grow with them and become a part of who they are.” — Erik Untersee, Founder
London-based Bethnals aspire to create denim-wear undefined by gender. With the increasing desire for the industry to go back-to-basics, Bethnals aim is to produce simple, un-complicated denim which is timeless and of high-quality. They seek to blur the lines between men and womens jeans by creating modern pieces influenced by their London surroundings.
Street style and streetstyle blogs has become a focus for many fashion brands. Everyday people are being photographed wear the latest trends and the best outfits. Denim is regularly showcased in images and because of street-styles popularity, they are presented in fashion online and physical magazines, blogs, Pinterest and Instagram.
Denim is a fabric that never seems to go out of fashion. It is something that is present in everyones wardrobes and always seen on the catwalks. The current denim market is flooded with brands all pushing their products on their target consumers. These brands are continuosly searching for new ways to market their denim collections because its such a competitve market. Denim specialst seek to differentiate themselves from their competitors. Brands such as Wrangler and G-Star create innovative denim collections, whereas more recent brands like London-based denim company, Bethnals, create highquality denim products undefined by gender. High-street retailers are also pushing denim on their consumers. H&M’s conscious collection consists of ethical denim staple pieces that have been manufactured with low energy consumption and minimal water usage. This not only differentiates them from their denim competitors but it also promotes sustainability and eco-friendly fashion.
Pepe Jeans iniative to differentiate themselves from their competitors by creating an exlcusive collection in collaboration with an accomplished artist or designer. The re-design on the brands aesthetic will also contribute in separating Pepe Jeans from the other denim brands.
the intention of the re-brand publication is to inform the entire company of restyling of the brand. The publication will present the modernization and new aesthetics of Pepe Jeans. Analysis in to competitors, the denim market and influences of the brands new aesthetic will be clearly presented. Social media and its benefits to the brand will also be evident in the publication. The publication will be shown via Issuu.