A quick overview of denim market ! – Part 1/2

Since the creation of the first jeans in 1853, the denim market has expanded tremendously. The offer is bloated and manufacturers of jeans can now target all budgets and all marketing segments. Presenting all brands of jeans would take too long. We’ll focus on 13 brands that stand out from others through their history, products, communication campaigns and their strategic brand management.

  • Some American Brands


Levi Strauss & Co. is one of the largest textile companies and one of the world’s leading denim manufacturers. The brand owns about 500 stores worldwide and sells its products in more than 100 countries. The brand is born in 1853, in Reno, Nevada. Firstly designed for miners and railroad workers, the brand evolved and experienced a fast growth in its business since the 50’s. In the following years, the company has adapted to market challenges in order to meet the needs of the market and follow the expectations of the younger generations. The brand has accompanied the democratization of denim among all the social classes. In addition to its mainstream collection, Levi’s has launched in 1999 its two premium collections, Levi’s Vintage Clothing and Levi’s Made & Crafted. These collections are dedicated to the reissue of the greatest classics of the brand.

Price Range: 90€/120€ for Levi’s collection and 150€/300€ for Premium collection.

Website: http://www.levistrauss.com/


Lee Cooper

Lee Mercantile Company was founded by Henry David Lee in 1889, in Salina, Kansas. The brand manufactured clothing for railroad workers and became particularly famous by inventing the first denim overalls in 1913 and the first dungarees in 1920. During the 20’s, the next innovation was the first zipper. Like Levi’s, the brand has accompanied the democratization of denim since the 50’s and the Lee products became symbols thanks to James Dean. Lee cultivates its tradition and culture through the Lee 101 range, which revives the old success of the brand with a high quality finish.

Price Range: 90€/200€

Website: https://www.leecooper.com/en



Wrangler is an American brand founded in 1904. The name of the brand is a reference to the cow boy culture. Indeed, the first objective of Wrangler is simple: Providing a robust cowboy jean, comfortable to wear and adapted to the horseback riding. We can still find many details like flat rivets which will avoid damaging the saddle of the horse or a specifically crafted pocket to put a pocket watch. Staying true to the cowboy culture, Wrangler continues to sponsor rodeos.

Price Range: 70€/150€

Website: http://www.wrangler.fr/


Naked and Famous

Founded in the early 2000’s in Montreal by Brandon SVARC, better known as the “crazy denim maker”, Naked & Famous became famous for its original creation such as the heaviest existing jean, a glow-in-the-dark denim or a cashmere denim. Naked & Famous Denim only uses Japanese fabric and manufactures its product in Canada, on traditional Asian weavings looms. The name « Naked & Famous Denim » is a kind of mockery. Indeed, the creator intends to criticize brands that sell expensive jeans only because these products are sponsored by Hollywood star.

Price Range: 150€/300€

Website: http://www.nakedandfamousdenim.com/


The Unbranded Brand

Founded in 2010 by the creator of the Canadian denim brand Naked & Famous, The Unbranded Brand has a simple communication strategy: no brand, no wash, no embroidery, no advertising campaign and no celebrities. Denims are produced in China, on old weaving looms. This allows the brand to create simple and solid jeans with ​​one of the best price-quality ratio through the market.

Price Range: 80€/110€

Website: http://theunbrandedbrand.com/



Although little known abroad, this American brand is the perfect example of a successful crowdfunding strategy. Gustin is a denim brand, founded in 2011 that took off from 2013 thanks to the crowdfunding platform Kickstarter. The brand deploys a particular production method: the fabric is bought around the world and production begins as soon as sales ensure that the entire stock of material will be used: No waste and true wholesale. Denims are always handmade in San Francisco.

Price Range: 100€/130€

Website: https://www.weargustin.com/

GUSTINby Céline