With denim at its core, the brand offers men six fits—slim, slim tapered, slim straight, athletic, bootcut and relaxed boot—and 24 washes. Soon after its re-launch, the General Sportwear-owned men’s heritage brand debuted a wholesale portal at Project Las Vegas, started appearing in major department stores like Nordstrom and successfully navigated a global pandemic—all while contributing $100,000 to its longstanding partner, veterans nonprofit Wounded Warrior Project.
Now, it’s continuing its expansion with a new collection for spring that includes all of the durable denim, chambray tops, and jean jackets its known for and more. The addition of hoodies, sweatshirts, pocket T-shirts and leather accessories such as belts and wallets pushes Devil-Dog Dungarees into new product categories. Chinos and “weekend shorts” in an array of spring colors from mineral blue to mural olive round out the collection, which retails for $28-$79.
The company teased upcoming projects for 2022, including its expansion into big and tall sizing, which customers can expect to find in June. Expansion has been a main focus for the brand, which appointed senior design director Zulu Williams in 2021 to focus on those efforts and oversee all aspects of the design process.
The brand has come a long way since 1948, when Louis Rosenstock launched it under the tagline “Tough as a Marine!” to honor the U.S. armed forces—a major customer of his previous venture, apparel manufacturer General Sportwear. About 20 years after Devil-Dog Dungarees’ debut, the brand was put on hold indefinitely so Rosenstock could focus on the manufacturing company.
Today, Rosenstock’s grandchildren, Jeff and David Rosenstock, lead the brand with a commitment to maintaining the label’s military heritage while catering to a new generation of men—as demonstrated by its slim fits, colorful chinos and timeless designs.