Playboy has gotten into hers–and his–pants.
The 69-year-old pleasure-promoting lifestyle brand, owned by publicly traded Los Angeles-based PLBY Group, Inc., just released its first-ever denim line that was produced without a licensee.
Launched for Holiday 2022, the collection includes 18 jeans spanning men’s straight, skinny and dad fits to women’s loose and flare fits. Each jean features Playboy’s iconic bunny as a crystal appliqué, cutout, embroidery or laser print as well as branded hardware and back patches.
The line offers stretch and rigid fabrications with washes leaning into ’90s and Y2K trends. Washes include light and medium blue, destroyed gray, pink stonewash, vintage black, deep indigo and black waxed. Other styles have an allover bandana print and a camouflage print. All jeans are manufactured in Turkey.
“The development of Playboy Denim is the merging of two American icons: Playboy as an iconic American brand and denim as an iconic American sportswear category,” said Jason Mahler, PLBY Group’s vice president of design.
Playboy Denim marks the second owned and operated launch by the brand’s consumer products division following the release of Playboy Lingerie in early December. It has been the subject of other denim collections through licenses, however. In 2019, Danish brand Soulland’s pants featuring 1969 Playboy cover model Shay Knuth went viral after Bella Hadid was seen wearing them. PacSun released a line of Playboy jeans, denim sets, tees and loungewear in 2020.
Offering everything from rabbit head cookie-cutters to beach towels, phone cases and condoms, Playboy is among the top 20 most licensed brands in the world and its merchandise is sold in more than 180 countries. As of June 2021 it scored 97 percent in global unaided brand awareness, according to the PLBY Group.
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“We have seen strong demand for Playboy branded denim through our licensing collaborations and we’re excited to launch Playboy’s first owned and operated denim line in time for the holiday season,” said Ashley Kechter, PLBY Group president of global consumer products. “We look forward to continued expansion of our owned and operated business and will leverage these new product lines across the Playboy ecosystem, including through our robust creator network.”
Playboy Denim is sold exclusively at the brand’s retail store at Westfield Century City in Los Angeles and on Playboy’s website. Jeans retail for $80-$100.