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Return of Nautica Jeans Co. Celebrates Mall Style of the Early Aughts

The style of the early aughts is back with a vengeance, and Nautica is here for it.

The lifestyle brand announced the re-launch of its Nautica Jeans Co. specialty line, which features denim, flannel, branded tees, blouses, dresses and outerwear.

Color-blocked hoodies, shawl-collar sweatshirts and striped polos play prominent roles in the new men’s collection, while the women’s line features tailored button-downs and v-neck tees. Many items are emblazoned with the brand’s iconic logo, capturing the culture’s collective nostalgia for department store staples.

The original Nautica Jeans Co. debuted in 1999, quickly becoming a favored line for young millennials and Gen Xers. The brand’s primary color pops and bright, graphic branding played into what became an obsession with nautical-themed clothing for the urban set.

Today’s iteration of the line has been reworked with modern audiences in mind. Three new jean styles are available to women, including a high rise (virtually unheard-of during the early 2000s, when low-rise jeans reigned supreme), in nine different washes. Men can choose from a relaxed or slim fit jean in two washes per style.

Nautica has incorporated modern stretch technology into its denim offerings, as well as varying degrees of distressing or clean finishes on each wash.

According to a statement from the brand, the new collection will be distributed internationally through the Nautica e-commerce site, and will be available in select retail locations in the U.S. and Europe.

Nautica kicked off the collection’s release Tuesday with a pop-up in New York City’s Manhattan Mall, which will run through Oct. 4.

“The culture of jeans is part of Americana and Nautica Jeans Co. is an authentic addition to Nautica’s successful sportswear collection,” Jarrod Weber, group president of lifestyle at Authentic Brands Group, owner of Nautica, said.

“This is an important triumph for the Nautica brand and fills a segment opportunity we feel is a priority,” he added.