It’s never too late for a 78-year-old brand to evolve.
Last week Devil-Dog Dungarees launched its first ever women’s jeans, marking a major milestone in the brand’s history.
Founded in 1948 by U.S. Army veteran Louis Rosenstock to honor members of the armed forces, the brand is currently led by his grandchildren, Jeff and David Rosenstock. The brand has become a full lifestyle collection spanning denim jeans and jackets to casual bottoms, shorts, knit tops, graphic tees and more while continuing to support programs like Wounded Warrior Project.
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“This launch has been a long time coming for our brand,” said David Rosenstock, co-owner and VP of Devil-Dog Dungarees. “Women have been asking us for denim for years, and we wanted to make sure we did it the right way, staying authentic to our history while creating a fit that feels confident, timeless, and true to Devil-Dog.”
The expansion gives the brand a chance to build on an existing consumer base that is already familiar with and receptive to it. Rosenstock said a “meaningful portion” of Devil-Dog’s men’s business has always been driven by women shopping for the men in their lives. “Over time that has created a strong and loyal female audience that already understands and trusts the brand,” he explained.
The women’s collection is anchored by a high-rise straight fit, offered in three washes ranging from dark to light. A five-pocket camouflage print jean is also available. Crafted from a blend of cotton, polyester, and spandex, the jeans combine comfort with structure, while signature details—like Devil-Dog’s side cording stitch and bandana pocketing—add a distinctive finishing touch.
Rosenstock noted that the company approached the women’s collection with exceptional care and attention to detail, relying on its in-house denim expertise to get the fit and feel exactly right.
“Women’s denim requires a much more precise and nuanced approach to fit. We spent significant time refining our patterns and selecting the right denim to ensure the jeans move with the body, hold their shape throughout the day and deliver the signature Devil-Dog comfort designed specifically for women,” he said. “We prioritized premium stretch denim with strong recovery, so the jeans feel soft and flexible but never lose their structure.”
The jeans retail for $99. Devil-Dog also offers an assortment of women’s logo graphic tees for $34 each. The brand says the women’s denim launch represents the first step in Devil-Dog’s expansion into women’s apparel, with additional styles and categories planned for future seasons.
“The Devil-Dog name stands for quality, comfort and a deeper sense of patriotism which resonates across generations and genders. Launching women’s denim is really about meeting that existing demand and giving those customers a product of their own built with the same standards that define everything we do,” Rosenstock said.
