<\/p>\n
\n\tJenni Kayne, the nearly 25-year-old California lifestyle brand, is getting into the denim business, which completes its vision for full-wardrobe dressing.<\/p>\n
\n\tThe collection launches with Seeded Natural, an unbleached, undyed fabric that leaves the cotton\u2019s own seeds visible in the weave. The fabric uses no dye, no synthetic wash and no manufactured patina. Rather than introduce itself to denim with traditional indigo, Jenni Kayne decided to begin with the fabric in its purest form. Indigo will follow in early 2027.<\/p>\n
\n\tInspired by the California landscapes that have shaped the brand since its founding, the first collection introduces three silhouettes: the Malibu Canyon Crop, Ojai Straight and Topanga Wide Leg. The campaign was photographed in Malibu \u2014 at the beach, in the mountains and along the open road \u2014 reflecting the way denim has always existed within the California wardrobe.<\/p>\n
\n\t\u201cWe didn\u2019t want to just add denim to the assortment. We wanted to earn the right to make it, which meant waiting until we had a real point of view,\u201d said founder Jenni Kayne. \u201cSeeded Natural is the point of view. It\u2019s denim in its natural form, and it\u2019s exactly how I wanted to start.\u201d<\/p>\n
\n\tKayne told WWD that when you think of Los Angeles and the West Coast, you always think of T-shirts and jeans. \u201cThat\u2019s always been something we wanted to delve into, but the business wasn\u2019t ready until now. It\u2019s been a natural extension of the growth that we\u2019ve seen over the past 25 years,\u201d Kayne said.<\/p>\n
\n\t\u201cThe customer always pairs our T-shirts and collared shirts back to a great pair of jeans. So we\u2019ve always had them in our store [third-party jeans], and they\u2019ve always been a part of our personal uniform, but denim is its own beast as a category. It\u2019s always been our philosophy that we don\u2019t take on new things until we feel really ready, but this was the perfect timing. We\u2019re ready to delve in,\u201d Kayne said.<\/p>\n
\t\t\t\t\tJenni Kayne\u2019s Ojai straight-leg jean.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy shot<\/p>\n
\n\tAsked why she decided to launch with undyed and unbleached jeans, Kayne explained that when you think of the Jenni Kayne brand, everything always feels very neutral. \u201cI have always loved the perfect cream jean\u2026and never really found exactly what I was looking for, and so it just felt like the perfect time to launch denim and kind of stand out,\u201d Kayne said.<\/p>\n
\n\t\u201cIt really feels organic and grounded in nature, and just like the perfect bottom that you want to constantly reach for,\u201d Kayne said. She said they\u2019re also doing an olive, a bronze and an ash black in a later drop this fall.<\/p>\n
\n\t Kayne said the company chose to wait until it could bring something distinctly its own to the category. That process took nearly a year, with the team developing the fit and hand alongside a denim specialist before selecting premium Candiani fabric from Italy and partnering with a manufacturer in Turkey. This past July, members of the Jenni Kayne team traveled to Turkey to work directly with their manufacturing partner and bring the collection to completion.<\/p>\n
\n\tJenni Kayne, which has been in business nearly 25 years, is known for its essentials such as sweaters, shirts, dresses, footwear and, more recently, tailored pants and skirts. As customers increasingly looked to the brand for complete outfitting, denim became the natural next step. It is the one category around that many women have already built their wardrobes, just without a Jenni Kayne label. Over the years the retailer has carried third-party denim in its stores such as Re\/Done, A GoldE and Acne.<\/p>\n
\n\tThe jeans have a subtly embroidered JK on the back pocket, custom rivets, a signature front button and custom interior labels. The mid-weight denim is rigid, made of 100 percent cotton rigid denim and has a bit of a rustic feel.<\/p>\n
\t\t\t\t\tJenni Kayne\u2019s Malibu cropped jean.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Jenni Kayne<\/p>\n
\n\t\u201cDenim is one of the hardest categories to do honestly,\u201d Kayne said. \u201cIt\u2019s not a piece you can fake. You either understand fit and fabric, or you don\u2019t. We took the time to understand it.\u201d<\/p>\n
\n\tThe Jenni Kayne Denim Collection retails for $265 and will be available in sizes 24 to 32 exclusively at Jenni Kayne stores and online and jennikayne.com.<\/p>\n
\n\tFor spring, they\u2019re staying with the initial three silhouettes, and will see what\u2019s working and what\u2019s not working. \u201cWe get amazing feedback from our retail stores,\u201d Kayne said. The line will be carried in its 30-plus retail stores and their e-commerce site, and they will keep it from its wholesale accounts for about a year.<\/p>\n
\n\tWhen asked what the line\u2019s aesthetic is, Kayne said, \u201cI think everything feels really effortless and relaxed, but also flattering at the same time. There are silhouettes that work for different body types.\u201d The branding is very minimal. They have a very subtle JK on the back. \u201cThat\u2019s something that\u2019s always really important to me. That can, for me, make or break whether I purchase a pair of jeans.\u201d<\/p>\n
\n\tKate Watters, president of Jenni Kayne, sees large potential for the denim. \u201cWe definitely hope it becomes part of our classics assortment. We know our customer has an appetite for denim. We\u2019ve been selling this third-party denim for some time. Our customers pair all of their favorite knits back to their favorite pair of jeans that\u2019s vintage or what not. So I think, like Jenni said, we were just really waiting until the timing felt right. We know bottoms as a category has been successful for us. Right now, our pleated skirt and demi pants are two of our bestsellers. And in recent years we\u2019ve had the ranger trouser, the relaxed trouser. So I think that it finally feels like this is the right time to offer a more casual look and just really have our own point of view on the category,\u201d Watters said.<\/p>\n
\t\t\t\t\tA Jenni Kayne ad image for its new fall denim collection.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Jenni Kayne<\/p>\n
\n\tOnce the Jenni Kayne indigo launches in the spring, that will be the only denim vendor they carry.<\/p>\n
\n\tAs for any new categories on the horizon, Kayne said, \u201cI\u2019m sure there are, but I feel like we\u2019ve been so focused on this. I think in general, growing our tops business and continuing to grow home and all the categories that we\u2019re already kind touched, tops, bottoms, all of these.\u201d <\/p>\n
\n\tJenni Kayne currently has 31 stores around the country, and will open its first experiential store with a spa in Malibu next month. <\/p>\n
#Jenni #Kayne #Introduces #Natural #Denim #Collection<\/p>\n","protected":false},"excerpt":{"rendered":"
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