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Agenda-setting intelligence, analysis and advice for the global fashion community.

The Denim Brands of the 2010s Grow Up

A number of start-ups are expanding beyond jeans, opening stores and navigating an increasingly competitive and fragmented market by staying close to their consumer.
Denim brands.
Jeans from Frame, Still Here, BLK, EB Denim, Grlfrnd, AYR. (Instagram/BoF Collage)

If there’s one certainty in the denim business, it’s change.

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Further Reading

Frame Wants to Be the Next Calvin Klein

Jens Grede and Erik Torstensson have grown their former side project into a $100 million business. Can the duo behind so many other blockbuster brands turn their own label into a global player?

Why Fashion Is Maxing Out on Minimalism

The Row’s success – including a recent investment from the families behind Chanel and L’Oréal at a unicorn valuation – is the most prestigious example of a rising generation of women-led independent brands that sell minimalist, approachably chic clothes. Some of them have billion-dollar aspirations of their own.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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