Beauty & Fashion

Cotton On  celebrates rich  denim heritage  with new and  improved 91 Collection

Cotton On celebrates rich denim heritage with new and improved 91 Collection

Since Cotton On’s first pair of denim was sold from a car boot in 1991, we have continued to infuse our passion for denim into everything we do.

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.

 

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