DL1961 Premium Denim Debuts Spring Campaign

DL1961 Premium Denim released its Spring/Summer 2014 marketing campaign. Shot on the beaches surrounding New York City by fashion photographer, Boo George, the campaign, featuring models Josephine Skriver and Roch Barbot, highlights the easy, light summer feel the Spring/Summer collection encompasses. From Sea to shore, the campaign pays homage to the long, lazy days of New York summer, spent on the beaches of Montauk and the rooftops of New York City.

"As a brand that calls New York home, we love to capture the lifestyle and essence of those who wear DL1961 in their everyday lives including summertime when denim is more uncommon," states Sarah Ahmed, DL1961's Creative Director. "For Spring/Summer the collection embodies the effortless spirit and simplicity of summer through our innovative technologies that keep you cool and comfortable."

DL1961's Spring/Summer 2014 collection is designed using the most technologically-advanced, lightweight denim fabrics with immaculate cut and sew detailing. In addition to the brand's existing revolutionary DLX and dlpro technologies comes DLX Hybrid, a special formula using XFIT Lycra and cotton fibers to achieve a more worn-in look. The fabric has an incredibly soft feel and is available in a wide variety of vintage washes and cuts including the standout Riley boyfriend jean.

For women, DL1961 launches Instasculpt, a revolutionary fit that will micro sculpt your legs, butt and mid-section. This style, priced at $178, has a higher rise and longer inseam to create the sleek and lean look that every woman desires.

Styled throughout the campaign is new novelty denim for women including the Angel eyelet skinny jean ($244), Emma legging fit in new camouflage and floral prints, Angie cargo jean with key pocket placement for slimming effects ($178) and Bardot ultra high-rise crop with scalloped hem, available in multiple washes ($168). This season, DL1961 expands its shorts offering, introducing the roll-up Karlie boyfriend short ($103) and scalloped Casey dolphin short ($138). DL1961 also continues its ready-to-wear collection with a wide range of quilted, pleated denim tanks, a selection of denim jackets and chambray dresses.

For men, DL1961 introduces Performance Denim, advancing the four-way stretch for added comfort, style and 360 degree movement for those with more active lifestyles. Key styles include the Russell slim straight jean ($168), Mason slouchy slim jean ($168) and the Nick slim fit ($168), all available in a variety of washes. DL1961 also introduces a collection of chambray shirts for men.

DL1961 is available online at www.DL1961.com and at specialty stores worldwide, including Bloomingdale's, Neiman Marcus, Nordstrom and Saks Fifth Avenue. Prices range from $158-$188 for women's and men's core styles and $178-$248 for novelty pieces. In conjunction with the campaign, which will kick off with advertising in March magazines including ELLE and People StyleWatch, as well as taxi tops, subway stations and billboards around Manhattan, the brand unveils an updated website look to help you discover your perfect fit.

ABOUT DL1961

In September 2008, DL1961 launched in New York City with a mission to create "the perfect fitting jean," using a revolutionary technology called XFIT LYCRA fabric. Today, the line is known for using the most technologically advanced fabrics in the industry such as DLX, dlPro and the new DLX Hybrid, to provide customers with an unparalleled fit, comfort, and shape retention. DL1961 is available in 30 countries and 1,500 specialty stores worldwide, including Bloomingdale's, Neiman Marcus & Nordstrom.