Here’s a quick roundup of the latest news from leading denim brands.
Von Dutch
If you ever wondered what Von Dutch tasted like, you’re in luck. WSG Brands, the parent company of the Y2K brand, announced last week that is stepping into the food and beverage category with a new company called Von Dutch F&B.
The company signed a licensing deal with Flavor House to launch organic, plant-based mocktails and healthy sodas. The brand will also launch liquor products including vodka, tequila, beer and spiked seltzers. Von Dutch Water will follow. Products will be targeted to convenience stores, bars, restaurants and music festivals.
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Additionally, Von Dutch cafés will open in New York and Los Angeles in the next 12 months. The hybrid concepts will serve coffee and snacks in the daytime and transition into an after-hours destination with mocktails, cocktails, and live entertainment.
“Together, we’re building the future of lifestyle—from the way you dress to the way you eat, drink, and connect. This partnership is about creating cultural relevance in every corner of people’s lives,” said Jack Cheika, WSG Brand CEO.
Wrangler
Wrangler’s latest collection belongs on a stage. The heritage denim brand reunited with country music singer Cody Johnson (a.k.a. CoJo) for a second collection, this time adding jeans to the assortment.
Jean styles include the 20x Competition Jean 01, a relaxed style with a straight leg, and 20x Competition Jean 02, a regular jean with a narrower fit. Both five-pocket styles have comfort stretch and a small CoJo stamp. The collection also offers 12 new shirt styles.
Wrangler’s first collection with the “’Til You Can’t” singer launched last August and consisted of classic button-down shirts.
“Each piece, designed in partnership with Cody, draws on his experience as a cowboy and one of the biggest country music stars of his generation,” the brand stated. The collection retails for $59.99-$74.99.
Lucky Brand
Lucky Brand teamed up with the Grateful Dead again for a collection of men’s and women’s denim and tees. The brand released a collection of licensed Grateful Dead merchandise last summer.
Denim pieces include a cotton jean jacket with an embroidered Grateful Dead applique on the back, women’s ’90s midi shorts and men’s loose shorts with—both with cross stitch embroidery patches. A T-shirt has a denim patch of the rock band’s iconic dancing bear mascot.
Graphic T-shirts, tanks, tie-dye sweaters and totes and caps round out the collection. The line retails for $36.50-$129.
