Calvin Klein Jeans x MyTheresa.com
90's Re-Issue, Spring 2014
THE CONCEPT: Launch a capsule of premium logo knits and denim that Re-Issue the original Calvin Klein Jeans logo from the 90's, in exclusive collaboration with Specialty Retailer MyTheresa.com to create a nostalgic buzz about the brand at a higher price point than US department store distribution.
THE PROCESS: developed denim and Khaki versions of the Re-Issue product, using premium garment dye processes and authentic stonewashed in Mom-jean silhouettes and slouchy unisex inspired tees and Sweatshirts. Re-Issued original logo shank and rivet trim, and premium leather patches.
THE RESULTS: Delivered premium denim and knit capsules to high end European E-tailer, MyTheresa.com to commercial success. Trickled down the concept the following season to Specialty retail partner Urban Outfitters in US, and extensive global distribution.
The campaign was shot on Lottie Moss, Kate's niece, to reference the origins of the concept.
Issued a Luxe all-black leather version the following season to keep up premium momentum. Combined with the #mycalvins program, Re-Issue drove $10m+ to revenue in the first 2 years.
Premium all-black RE-Issue
