Beauty & Fashion
Cotton On celebrates rich denim heritage with new and improved 91 Collection
This spring, Cotton On is celebrating our unique twist on denim, with the latest 91 collection featuring deconstructed and distressed details in a range of fits, rises and leg lengths. The new 91 denim range for men and women consists of over 70 pieces, including jeans, denim jackets, shorts and skirts, in a range of washes.
Cotton On Brand Stylist, Phillip Holmes explains, “The new 91 range is all about showing the world what denim means to us. It’s in our roots, it’s the glue that holds our wardrobe together and above all, it’s done our way. From our staple fits to totally new pairings, there’s no one way to denim,” he said.
A continuing favourite amongst the fashion elite, the deconstructed denim trend is one of the most versatile and wearable. With a focus on individuality, the trend encourages a reinterpretation of traditional fits, creating personal pieces suitable for a wide range of styles. The women’s collection has taken inspiration from the DIY patch and repair trend, with raw step hemlines, embroidery, rips and embellishments featuring heavily. Washed-out pink also provides a pop of colour amongst the traditional indigo, across both jeans and outerwear.
Whatever your denim attitude is, we’ve got you covered with our signature range of styles including Mid and High Rise Skinny Grazers, Relaxed 90s, Straight Leg, Shape Embracers and Coated Jeans. Denim jackets are relaxed or cropped in boyfriend and girlfriend silhouettes, with sequin and embroidery embellishments. Men can expect to see greater variation across black and grey hues as well as updates to the mid-blue palette, using bleach treatments reminiscent of early 90s washes. Tonal outfitting is a key trend for menswear and we’re excited to be focusing on grey tones, which can be mixed and matched back with other similar colours in the wider spring collection.
Phillip comments, “Adding edge to your outfit this spring starts from the bottom up. Denim, especially deconstructed, reworked or unfinished with hem details is the go-to this season.” “Our customers tend to take more risks with denim and they are always on the hunt for something new and different. We’re so excited to be able to offer updates to our core fits, reimagined with contemporary fashion detailing, and all at an affordable price,” he said.
In addition to the latest trend updates, the new 91 denim range also includes the following improvements:
• New and improved fits to flatter and lift in the right places
• New fabrications with more cotton and stretch for comfort and flexibility
• More colourways, washes and fashion details, designed to mix back with the latest seasonal trends
• A refreshed in-store denim destination making it easier for customers to find their perfect denim match
The Cotton On 91 denim refresh has been led by expert Denim Buyers Marcella Bisset (women’s) and Nic Driver (men’s) who have both recently joined Cotton On. Marcella and Nic both have a wealth of denim experience behind them. The new Cotton On 91 denim collection will be available in- stores from August 16. Prices range from R379 – R1199.
Get It Durban October 2017Michelle Markham, Goddess of waste