Hudson Jeans kicks off its 20th anniversary celebrations off the court with NBA point guard Tyler Herro.
The Centric Brands-owned premium jeans brand announced this week a two-year ambassadorship for the 22-year-old NBA guard with 2.3 million followers on Instagram. The partnership will include a denim collaboration and marketing campaign launching in March.
“Tyler is a dynamic young player who has a unique, trend-right personal style,” said Suzy Biszantz, Centric Brands group president, men’s and women’s. “Hudson Jeans has long been a favored denim brand with athletes, and we are thrilled to have him as a brand ambassador. He’s been a great collaborator on his capsule collection; he knew exactly what he was looking to create.”
Herro’s capsule will offer three new fits in a total of seven washes with some available in longer inseams targeted toward athletes and taller body types. Key fits will include straight and stacked skinny—a personal favorite of Herro, who broke Magic Johnson’s record from 1980 by becoming the youngest player to start in an NBA Finals in 2020.
“I’m really excited to be representing Hudson Jeans and collaborating with the team to launch this collection,” Herro said. “Fans know that I love denim and have a really distinct style. This partnership has given me the opportunity to bring my vision to life. I’ve really enjoyed the creative process, and I can’t wait for everyone to shop and wear the pieces I have designed.”
Herro’s collection will be available on Hudson’s e-commerce site and at national retailers including Neiman Marcus. The collection will retail for $255-$275.
Hudson is another example of Y2K-era jeans brands maturing. Sister brand Joe’s Jeans marked its 20-year milestone last year with special sweatshirts and jeans. Fellow L.A. brand AG Jeans celebrated feted its 20th anniversary last fall with a special collection of 20 unique selvedge denim fabrics sourced from 12 different mills.