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Everlane Launches First Denim Campaign in 2 Years

Rivet’s 2021 winter issue has dropped! This in-depth issue examines the steps the global denim industry is taking to minimize its impact on the environment, from implementing zero waste production and design processes to establishing greenhouse gas emissions goals aligned with the Paris Agreement.

Everlane’s first denim campaign in two years celebrates the unique qualities of denim and all who wear the democratic fabric.

The sustainable denim brand debuted its Fall/Winter 2021 ad campaign entitled “Get into Denim” with a new faces famous for being “unapologetically themselves,” Everlane said. The campaign features indigenous model Philip Bread; Baba Diop, a Senegalese professional soccer player; Florence Huntington-Whiteley, a model and sustainable fashion consultant; Anna Ling, a model and artist; Guinevere Van Seenus, an American model, photographer and jewelry designer; and Kukua Williams, a Black-British model recently profiled in Vogue.

Shot by photographer Laura Jane Coulson, “Get into Denim” follows each of the models adorned in the brand’s collection of organic denim to underscore their effortlessly unique aesthetics, centering on looser, gender-fluid styles.

“The last 18 months have made it clear: There is no better time than the present to confidently be whoever you want to be,” said Sophie Bambuck, chief marketing officer, Everlane. “‘Get into Denim,’ our first denim campaign in two years, captures this idea. This is the first of many exciting and inspiring campaigns that our re-energized brand and creative teams will be working on.”

The brand has committed to exclusively using certified-organic cotton by 2023, and in June debuted Clean Denim, a three-piece denim collection made with Candiani Denim’s organic cotton and Roica V550 blend fabrics. Developed exclusively for Candiani by Roica’s parent company, Asahi Kasei, this version of Roica V550 yarn debuted in 2019 as the first C2C-certified Gold stretch fiber, and has since been featured in collections from brands like G-Star. Everlane is one of the first U.S. denim labels to use the fabric.

The “Get into Denim” campaign mirrors consumers’ affinity for inclusivity and individuality, and follows in the footsteps of 7 For All Mankind and Gap, which have recently debuted similar ad concepts. In September, both brands’ campaigns featured changemakers who continue to inspire younger demographics to spread love and kindness throughout their communities.