Here’s a quick roundup of the latest news from leading denim brands.
Icon Denim
Icon Denim Los Angeles launched a collaboration with L.A. based celebrity stylist Marc Eram.
The premium denim brand said Eram’s natural grasp of silhouette, construction, and overall attitude fits perfectly with Icon Denim’s vision of pushing denim beyond its traditional boundaries.
Valy Vittoria, Icon’s head of communication, added that the collection represents the brand’s shift away from the “more is more” era in fashion.
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“With Marc, we wanted to bring back the power of a really simple, low-key denim uniform. We focused on subtle, lived-in details—like the shadow pockets and undone hems—to give them that perfect vintage feel. These aren’t jeans that overpower your look; they are the foundation you build your outfit around. Whether you dress them up or keep it super chill, you can throw them on with whatever and it just works,” Vittoria said.
The collection includes the Bea, a wide-leg jean with a low rise; the Desi, a high rise flare jean; the Nelly, a high rise mini skirt; the Gemi, a wide-leg jean with a mid rise; and the Liò, a mid-rise straight jean.
The limited-edition styles are made with 100 percent cotton and come in a light vintage wash. Subtle details like rips and shadow pockets give the denim a lived-in look. The collection retails for $199-$259.
Eram began his career in the fashion industry working as a designer, stylist and project manager for Jeremy Scott. He began working as a celebrity stylist in 2019. His roster of clients includes Stella Maxwell, Jesse Jo Stark, Soo Joo, Tefi Pessoa, Barbara Palvin, Irina Shayk, Andie MacDowell, Dylan Sprouse, and Rainey Qualley.
“Denim is a part of my daily uniform, so when the chance to collaborate with Icon came up my immediate answer was yes,” Eram said in a statement. “The world of denim is endless and I wanted to make sure that when designing the capsule my staples were included…straight leg, baggy, and a flare. My clients are constantly inspiring me, so I pulled from that and always kept in mind what we would want to have in a fitting when we’re putting looks together.”
Levi’s
World Cup fever is heating up. This week, Levi’s unveiled the Levi’s U.S. Soccer Collection, celebrating American soccer culture through the brand’s iconic denim.
The launch is part of Levi’s broader global partnership with four of soccer’s most iconic national federations—Mexico, USA, England and France. Each federation is receiving their own dedicated collection ahead of the FIFA World Cup taking place in across cities in North America from June 11 to July 19.
The Levi’s U.S. Soccer Collection includes three Trucker jackets: a navy wash Type I, a light wash Type II, and a bold red Type III. Each jacket in the collection features the U.S. Soccer crest. The collection also includes 478 Baggy Shorts, two ringer T-shirts and a tote bag.
The Levi’s U.S. Soccer Collection is available now at levi.com, select Levi’s retail locations, and store.ussoccer.com, the official U.S. Soccer Store. It retails for $30-$200.
Guess
Guess’ new collection marks two milestones of Los Angeles legends.
This week, Guess launched the Marilyn Monroe Capsule Collection to celebrates the 45th anniversary of Guess and Monroe’s 100th birthday.
The collection spans prints and silhouettes inspired by the Hollywood legend’s style, including halter neck dresses, bustier tops, cropped jackets and capri pants. Cherry prints, gingham and polka dots give the assortment a retro vibe.
The collection also sees the revival of the Marilyn 3-zip jean.
Launched in 1982, the distinctive slim-fit design reflected Guess? Inc., co-founder and chief creative officer Paul Marciano’s love of cinema, “capturing the glamour, attitude, and allure of the silver-screen divas who inspired it,” the brand stated. The brand updated the jean with fresh white, vintage blue and polka dot washes.
“Marilyn’s authenticity made her a symbol of American femininity,” said Paul Marciano, GUESS?, Inc. Co-founder and Chief Creative Officer. “Her style was an expression of her identity. With this collection, we honor her legacy and celebrate the idea that when you embrace who you are, your style becomes truly timeless.”
The Marilyn Monroe Capsule Collection is available on Guess.com, in Guess sores and at select wholesale partners.
