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Jon Bon Jovi Debuts “Made in USA” Denim Line

An American classic is designing denim.

Rock legend Jon Bon Jovi is bucking the trend to go skinny with his new men’s apparel brand, Hart N Dagger. The rock-inspired brand is sewn in Los Angeles and sources some fabric from U.S.-based mills, including Cone Denim.

The denim collection focuses on straight cuts. Classic 5-pocket 14 oz. jeans in indigo are made with selvedge denim from Cone. The line also includes a black wash straight cut jean sourced from Spain. Denim retails for $275.

The brand proudly promotes its “Made with swagger in the U.S.A.,” statement on its website and social media pages.

“Hart N Dagger isn’t reinventing denim, we’re perfecting it,” Jon Bon Jovi said in a statement on the company’s website. “Dedicated to American craftsmanship and bringing you everyday pieces that are classic, timeless and comfortable.”

The brand also offers light and dark wash denim work shirts, T-shirts and sweaters.