A symbol of cultural authenticity, denim has become a recognised part of everyday life. From jeans and shirts, to jackets and accessories, denim is everywhere. No longer just considered a work wear staple or the ultimate expression of youth rebellion, denim is nowdeeply entrenched within the fabric of fashion. Cementing its position as a leading denim authority, this season TOPMAN introduces its largest denim offering yet , the ‘This Is Denim’ campaign. Launched across stores on the 24th September, TOPMAN has positioned itself as the definitive denim destination.
Each garment within the collection has been carefully crafted and edited to showcase the breadth of TOPMAN’s denim offering. From the introduction of new styles such as the Japanese inspired ‘Wide Leg Crop’ and ‘70’s Kick Flare’ to more recognisable TOPMAN fits like the ‘Stretch Skinny’.
Leading the charge amongst this new denim offering is the new ‘Standard Fit’ which provides a more relaxed look and comes in a straight leg. A key item this season is also the ‘Wide Leg Crop’ and takes its inspiration from Japanese streetwear. For this jean silhouette volume is key, with the jeans produced in a wider cut and rolled at the hem – the style is further enhanced by the fact that it is available in raw rigid denim. Also new to the denim offering is the inclusion of an innovative new denim chino which takes a more relaxed and contemporary silhouette.
In keeping with denim’s utilitarian past and its nature as a hardwearing and durable fabric,TOPMAN pays homage to the urban nineties with key items such as the bib and brace dungarees which now also comes in a durable black twill and overalls. Utility references remain an essential focus for denim with washes inspired by natural wear and tear and include light fading with naturally worn abrasions found at the knees.
A range of selvedge jeans also come in an array of essential washes, including a rich indigo, coated cobalt blue, black and a stone wash.
The TOPMAN AW15 collection builds on existing staples making them relevant for a new audience. A pioneering denim authority, TOPMAN is creating and establishing the new classics. Classic denim staples such as the denim jacket and denim shirts have been reworked and re-imaged with contemporary cuts and silhouettes. Classic fits including the straight and skinny complete this extensive denim offering.
To coincide with the launch of ‘This Is Denim’, each TOPMAN store will have designated denim experts on hand to talk customers through the breadth of denim on offer. The denim area will also include an express fitting room which will allow customers to skip the queues and try on their denims.
In celebration of ‘This is Denim’, there will also be an opportunity for one customer to win a year’s worth of denims. To stand a chance of winning, simply go in store and enter into the prize draw.
As an additional bonus, TOPMAN Sandton, V&A Waterfront and Gateway stores will also feature a Denim Roulette and customers are encouraged to spin the wheel in order to win a R200 off voucher. Topman Sandton will offer complementary monogramming on Saturday 3 October to all customers that purchase a Topman denim.