The denim category was a breeding ground for collaborations in 2023.
Whereas previous years saw nonsensical or ultra-niche partnerships grab the attention of consumers (we’re looking at you 2021’s JNCO and Pepperidge Farm’s Goldfish brand), this year was all about finding likeminded collaborators and cross-over opportunities.
Heritage Spotlight
For heritage brands, collaborations were a way to a fresh take on archival designs.
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Creative partnerships were a central part of Levi’s celebrations for the 150th anniversary of the 501. Throughout the year, the brand released versions of the iconic jean by Highsnobiety, Denim Tears founder Tremaine Emory, online personality Emma Chamberlain and Kenzo artistic director Nigo.
The brand continued to dabble in footwear in 2023 as well. Levi’s pairing with Crocs resulted in a trio of clogs destined for denim heads’ feet. The unisex shoes featured uppers with tie-dye or Sashiko stitching and came with three exclusive Jibbitz charms. Meanwhile, a collaboration with New Balance culled inspiration from ’70s biking culture. A trail-ready shoe, the Levi’s x New Balance MT580 combined retro colorways with washed indigo and black denim.
Several of Wrangler’s collaborations underpinned its ranch and country roots.
Western shirts and whiskey-colored work jackets were part of Wrangler’s partnership with Buffalo Trace Bourbon. The Kontoor Brands-owned label also linked with Parisian brand Sandro for a capsule of ’70s-inspired western pieces, including a trio of jacket and trouser sets—available in tobacco, faded indigo and medium indigo. A few weeks later, Wrangler unveiled a collection with Staud that emphasized classic denim constructions. A chambray Western shirtdress, zip-up jumpsuit and flare jeans were part of the co-branded collection.
Trading Spaces
Collaborations were a way for brands to trade and combine codes.
Lucky Brand found synergies with Laura Ashley. The brands unveiled a second collaboration in July—a nostalgia-soaked range of quilted and patchwork denim and romantic floral textiles. H&M Group’s Monki and Iggy Jeans bowed a denim capsule collection in September that combined their shared interest in experimental designs and playful pops of color.
Gap turned to U.K. brand LoveShakeFancy for a cottagecore collection of its own. The 76-piece collection for men, women, kids and babies married Gap’s core pieces (logo hoodies and denim) with LoveShackFancy’s vintage-inspired florals and feminine silhouettes.
Kontoor Brands-owned Lee turned to L.A.-based brand Daydreamer, a female-founded brand known for its “Made in L.A.” graphic tees. The duo created a three-part story that covered western, workwear and ’90s nostalgia. Items like Lee’s classic Rider jacket were updated with a roomier fit, while tees with vintage-inspired Lee cowboy graphics were created exclusively for collection.
Brand collaborations gave more exposure to Kseniaschnaider’s unique designs and approaches to textiles. In March, DL1961 dropped an 8-piece made with the Ukrainian label with a focus on Recover recycled cotton. It included Kseniaschnaider’s signature “denim fur,” a fabric with high-pile fringe that mimics the look of hair.
In June, Kseniaschnaider unveiled a collection with Adidas Originals. Denim pieces, like jeans and denim jackets with the classic Adidas three stripes down the sleeves and legs and a snap-up denim shirt dress, anchored the line, which also include sneakers and accessories.
The masses got their hands on Mugler’s sexy jeans, thanks to a collaboration with H&M in May. A cropped jean jacket with strong shoulders, skinny and loose-fit jeans constructed with silhouette-enhancing panels, corset tops, cutout dresses and sheer bodysuits were among the highlights.
Denim was the focal point of another collaboration between Ugg and Telfar. The collection offered boots and totes made with raw denim and lined with shearling. Denim-printed base layers were also part of the limited-edition assortment.
Kid Stuff
Children’s denim got into the collaboration game as well.
H&M tapped Eva Chen, Instagram’s director of fashion partnerships, best-selling author and mom of three, to make a back-to-school wardrobe infused with “classic Americana style with Japanese and Korean influence.”
Normcore denim, like medium wash straight jeans, a pile-lined chore jacket, a button-down vest and baseball cap anchor the unisex collection. Garments were made with recycled cotton, recycled polyester and Tencel Lyocell—ingredients that are sturdy enough to withstand wear-and-tear as they’re passed down to other wearers.
Wrangler connected with Mini Rodini founder designer Cassandra Rhodin on a collection similarly focused on enduring design and durability. Made from 100 percent GOTS-certified cotton, the line spanned a zip-up vest, a Trucker jacket, overalls flare jeans and more.
Barbie World
Barbie was the clear winner of 2023 collaborations, however. The iconic doll-turned-$1.36 billion blockbuster captured the imagination and dollars of brands and consumers alike.
Gap and Forever 21 partnered with Mattel, Inc.’s Barbie on collections in the lead up to the “Barbie” movie release in July. Gap’s Barbie line spanned women’s, men’s, girls’ and even included pet apparel. Forever 21opted for a ’90s-inspired collection with Barbie-themed patchwork on denim vests and jean shorts.
Wrangler’s Barbie collection struck a chord with its consumers, despite being released months after the film’s summer debut. Several items denim jackets were available for both women and girls, encouraging mommy-and-me styling.
In the Q3 earnings call, Kontoor CEO and chairman Scott Baxter said it was Wrangler’s “best and fastest-selling collaboration ever” and is an example of how the heritage brand is attracting new and younger consumers while remaining authentic to its DNA.
