The Benetton Group is feeling the blues.
Last week the United Colors of Benetton parent company re‑launched Jean’s West, a men’s and women’s denim brand from 1974 that built its own language around denim and Western aesthetics.
Though the collection plays into nostalgia for the Wild West, Benetton emphasizes that it fits into the contemporary fashion landscape with original and recognizable style.
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“Jean’s West pieces speak to the new generations, who are sensitive to contemporary reinterpretations and to a genuine, lived-in style, while preserving an appeal for an adult audience that identifies with this universe of distinctive details and references to tradition,” the brand stated.
Denim is at the core of the collection, offered in three washes: rinse, light and vintage. The mostly 100 percent cotton fabrics have a lived-in character and authentic texture, recalling aged 5- and 10-year washes.
Men’s styles include bootcut, regular and carpenter. Wide leg, bootcut and cuffed jeans are available for women. Rigid denim is used for most of the styles except for the bootcuts made with 99 percent cotton and 1 percent elastane fabrics from Turkey.
The Western spirit is carried into Jean’s West’s T-shirts, tops and outerwear. The women’s line introduces a light-wash denim shirt dress and a paneled skirt with a reworked effect. Outerwear spans a puffed-sleeve denim jacket and a long, denim-rinse trench coat for women to canvas workwear jacket and a vintage-inspired jean jacket.
Yarn-dyed check shirts for men and a bandana-print viscose top with a knot detail inject a pop of print into the range. T-shirts and sweatshirts feature Western-inspired graphics, while canvas coordinates underscore the brand’s functional and authentic aesthetic.
Accessories complete the proposal. Highlights include Garment-dyed caps with embroidery, canvas tote bags with Jacron labels, scarves embellished with leather stoppers, boot socks and leather belts. Colorful bandanas feature Jean’s West’s three-horse logo.
The Jean’s West capsule is available now in 40 select stores and online at Bennetton.com. In United Colors of Benetton stores, a dedicated corner will be present, “designed to immerse the public in the brand’s stylistic universe and in references to the world of the West.”
