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jeans addiction

January 2, 2008 4:05 pm

For those of us who came of age in the U.S. in the eighties and nineties, the white tab on the front zipper flap of Marithé + François Girbaud jeans was one of the era’s emblems of cool. The brand’s stateside profile has since cooled, but the French denim giant is planning to reclaim its innovator status this year with the launch of two new collections, le Jean de Marithé + François Girbaud and Legend, both of which will be showcased in a campaign called Denim Reloaded. Le Jean is a directional, unisex collection of tailored jeans and casualwear (Ryan McGinley’s shooting the ads, which will debut in March), while Legend is billed as a “beyond premium denim” that will come in a host of styles, “many imbedded with hidden accessories like a metal skull that is just slightly visible from a pocket,” explains Bob Seccs, CEO of I.C. Isaacs and Co., Girbaud’s U.S.-based partner. To celebrate, a January 20 blowout is planned in New York. Don’t turn up at the label’s Soho store, however; the event is to take place at a well-guarded secret location.

—Jason Campbell

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