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Citizens of Humanity Gets Serious About Elevated Loungewear

COVID-19 recovery is on the horizon but the pandemic's impact on sustainability, retail, product development and consumer buying patterns means the denim industry must evolve. Join Rivet on April 20th at 11 am ET for the COVID, One Year Later roundtable.

It will take a while for post-pandemic consumers to ditch the cozy sweats they got used to wearing throughout 2020, and Citizens of Humanity is the latest denim brand to launch a collection that speaks directly to this new mindset.

Following the lead of Levi’s and Madewell, Citizens of Humanity debuted a comfort-focused line featuring Henley shirts, fleece pants, V-neck sweatshirts and wide-leg lounge pants. Styles are designed to be worn as a set or mixed and matched, and come in a muted neutral palette of oatmeal, twilight, cream pink, nougat, navy and black.

Though Citizens of Humanity has carried premium basics like T-shirts for some time now, a dedicated loungewear collection allowed its designers to build out the brand’s elevated aesthetic in a new way.

“One of the silver linings of the pandemic is that designers have had the opportunity to take a step back and notice if there were creative avenues that should be explored,” Citizens of Humanity’s creative director Marianne McDonald told Rivet. “For us, we’re continually inspired by authenticity and craftsmanship done in a modern way, and loungewear felt especially intriguing given our lifestyles at the moment.”

Last year, the brand also expanded into face masks, initially creating them in response to the urgent demand for healthcare workers. It later dropped a number of additional styles for the public, including collaborative designs with local tattoo artist Dr. Woo. The brand also got involved in voting-themed T-shirts to encourage Americans to vote in the 2020 U.S. presidential election, joining denim brands AG Jeans and Agolde.

The collection is now available online and in stores, and retails for $168-$188. Though styles are geared toward women, McDonald hinted that a men’s loungewear line is in the works.

“We have been exploring some incredible fabrics for men for our upcoming season. I believe all men have an affinity for comfort,” she said. “Stay tuned.”

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