Calvin Klein is rebooting its CK One franchise from the Nineties.
The PVH Corp.-owned brand introduced a new CK One jeans and underwear collection and CK Everyone, a genderless fragrance inspired by the original CK One scent.
The jeans and underwear collection is based on staple wardrobe pieces with “genderless appeal.” Oversized Trucker jackets, denim vests, mom jeans, dad jeans, denim skirts and shorts with raw hem cuts make up the bulk of the jeans collection.
An assortment of logo T-shirts and graphic hoodies round-out collection, while the underwear line boasts all-over logo prints, color-blocked styles and camouflage motifs. A recycled capsule featuring underwear and T-shirts made from recycled plastic water bottles will also drop later this season.
The brand carries that focus on environmentally friendly components into the CK Everyone fragrance.
The vegan scent is formulated with naturally derived ingredients and naturally derived alcohol and comes in a folding carton that contains 30 percent post-consumer recycled materials.
The creator of the original CK One fragrance, Alberto Morillas, crafted CK Everyone. The new fragrance ignores the traditional signifiers of gender. The company describes it as a “citrus fragrance that uplifts with zesty organic orange oil” while blue tea accord and a cedar wood base combines to make “clean freshness, sweet sensuality and provocative edge.”
The CK Everyone bottle pays homage to the iconic Calvin Klein underwear waistband with a reusable signature elastic band on the bottle.
Calvin Klein is promoting the CK One collections and CK Everyone fragrance in a joint global campaign that proclaims, “I am one, I am many. I love everyone of me.” The campaign, a “celebration for those unconstrained by boundaries, gender norms and definitions,” features musician and actor Eliot Sumner, skater and photographer Evan Mock, musician and makeup artist MLMA, rapper and dancer Priddy the Opp, and models Cara Taylor and Parker Van Noord.
Consumers can experience both launches at a popup shop in New York City, open Feb. 13-15. At the experience, visitors will also have the opportunity to have their image projected on the brand’s famed Houston Street billboard during the duration of the activation.