Published
Feb 15, 2019
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Denim brand C17 relaunches for AW19

Published
Feb 15, 2019

French denim brand C17 is set to make a comeback this Autumn Winter 2019 with a progressive launch across European markets.


C17


Famed for its wider, more languid denim-led silhouettes, C17 grew to notoriety in the 1980s and become one of the top five jeans brands in Europe in the 1990s.

Under the supervision of CEO Ravi Grewal, it will be initially available in the UK and Italy, with additional European markets including France and the US coming online shortly.

“The timing has never been better for C17 to return to the market,” commented C17 CEO Ravi Grewal. “From international runways to London street style, recent seasons have seen a tangible shift towards the shapes, colours and graphics of the 1980s and 1990s. And, what better brand to embrace the looser silhouettes, bold colours and Americana look than C17.”

C17 returns with an Autumn/Winter 2019 collection that pays homage to some of its archival styles and reclaims the looser-fitting look of the early 1990s. The collection includes t-shirts, shirts, knits, jackets, chinos, and bandanas, as well as denim in three fits and four wash options.

Grewal, the owner of menswear independent Stuarts London, said:  “When we began scouring the internet auction sites for the archive C17 styles which would go on to inspire this launch collection we knew instinctively how right the look is for current trends. What the market is searching for is an antidote to the skinny silhouettes which have dominated."

The brand is working with fashion agency Brand Progression for its marketing activities in the UK.

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