Premium denim brands have priced their consumers out over the years. Hudson Jeans is addressing this issue head-on.
Next year, the Los Angeles-based brand will introduce a line of more affordable jeans. The line will debut with 11 women’s fashion styles for under $200, with most retailing for $155-$185.
The brand aims to offer a price that reflects the modern premium consumer’s values including quality, versatility and conscious spending.
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“We knew if anyone could do this right, it was us. We took everything we’ve learned over the years—from tailoring to sourcing to fit—and reimagined it for today’s customer,” said Peggi Jewell, Hudon Jeans VP, division head. “This isn’t a cheaper version. It’s a smarter one.”
Hudson’s prices have inched up to $195-$265. As a team, Jewell said the brand has been reflecting on the various factors that have driven prices up in the industry over the last four to five years.
“Port delays/shortages leading to transportation increases, material cost increases and labor cost increases are all contributing factors,” she said. “It was just one thing after another, and the premium denim world’s main answer was to raise prices.”
While it was necessary at the time, it has never reverted. As a company, she said Hudson is trying to correct course.
“We know that it’s an important price point for our specialty accounts that are so important to us, as well as online retailers where denim buyers have so many options,” Jewell said. “The idea here isn’t to change our customer base, but to be a little more thoughtful for shoppers that have been priced out of the premium denim game when everyone started raising prices.”
Hudson is working with its existing suppliers to produce the lower-priced line.
“We have an incredible group of production partners, designers and product developers that helped to ensure we have found a solution,” Jewell said. “Our design and production teams have still obsessed over every detail from fabric feel to waist-to-hip ratio, to create more fashion denim that just hits different—no compromises, no shortcuts.”
The collection will start where Hudson is seeing the most demand: women’s bottoms. Designs draw on the brand’s legacy of expert craftsmanship and new fashion fits. “Premium denim customers should have options, and their only option should not be to pay $500 after taxes for two pairs of jeans,” Jewell said.
The under $200 line will be available starting February 2026. Targets will include wholesale accounts and specialty stores across the U.S. The collection will also be available on Hudson’s website.
