This spring/summer ‘17 season, leading denim brand DL1961 Premium Denim, announces the launch of its #TheUniform campaign featuring Sofia Richie, Jasmine Sanders, and Nathaniel Dam. The campaign showcases the digital savvy influencers in what DL1961 is coining #TheUniform, a mix of DL1961 and The Blue Shirt Shop product, designed to create the perfect modern utilitarian look.
Photographed by Ryan Kibler in the streets of New York City’s Chinatown and famed restaurant Nom Wah Tea Parlor, and styled by Matthew Henson, personal stylist for A$AP Rocky and former Complex fashion editor, where he styled countless covers featuring Nick Jonas, Macklemore, Kid Cudi, James Franco, Seth Rogen, and Big Sean — the imagery depicts DL1961’s desire to mirror the diversity that exists in NYC, utilizing authentic personalities with their own unique styles. “We wanted to keep the styling as simple and minimal as possible allowing the jeans to come to life and take center stage,” said Henson.
Celebrating the success of its creative collaboration for #TheUniform, the campaign features some of DL1961’s core classics along with new elevated and edgier fits and washes. For women, the collection features the Instasculpt, a mid-rise denim that smoothes and boosts the butt, legs and thighs; Instaslim, a high-rise denim that cinches the midsection; and Trimtone, an ultra high-rise denim that contours the waist, butt and thighs. While the men’s looks feature the XFit, a breathable ultra flexible fabric that won’t sag and DualFX, a super stretch fabric that retains the look and structure of an authentic denim.
“At the end of the day, denim is the most core, essential utilitarian piece that everyone wears, so it was important for us to take on a more conversational tone,” said DL1961’s Creative Director, Sarah Ahmed. “We are reinterpreting vintage fits and washes but with the feel and performance of new age denim.”