DENIMS AND JEANS were originally created for miners and cowboys, and for much of their nearly 150 year history, they remained a working class attire, till high street discovered it in the 1960s and ‘70s, helping make it part of most people’s wardrobes over the next three decades. While campaigns by the likes of Levi’s, CK, Guess and Pepe have made the idea of wearing denim cool over the years, luxury apparel brands have steadfastly resisted the idea of making them part of their collections. As they saw it, denim was too casual, and too every-day wear. That seems to be changing now. The last two years have seen a spate of luxe brands embracing denim, and this month will see Louis Vuitton unveil a brand new denim line for men. LV Men’s Artistic Director Kim Jones says he was inspired by his own obsession with the fabric as a young man.“Denim is the key to any wardrobe. I’ve been obsessed by vintage jeans since the age of 16, so this new denim line is a very special project,” he says.

In keeping with its tradition of working with the best in the business, Jones says that he looked to Japan to source raw denim, because it is “where there are all the original looms and a great technique of indigo.” The collection he has designed features three key fits — Slim Stretch, Slim Classic and Classic Regular. Grey and white washes come with tonal hardware, while a classic indigo finish comes with gold rivets, a nod to 1920s vintage denims.