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7 For All Mankind Targets 40-Plus Crowd

Premium denim brand, 7 For All Mankind, is rekindling old relationships with former customers. The Los Angeles-based label’s newly launched collection of women’s denim, called Jen7, targets the underserved 40-year-old and over crowd.

Peggi Jewell, 7 For All Mankind vice president of product, told the Los Angeles Times, “Jen7 is meant to fill a void for the legions of women that have grown up wearing premium denim but have struggled of late to find something that meets their lifestyle needs now.” She added that the jeans are made for a woman who is fit but possibly had children or has undergone body changes throughout her life.

Designed with a high-rise waist, the denim offers more room in the hips than the rest of 7 For All Mankind’s range of jeans. The top block of the jeans will remain this way on every one of the collection’s pairs no matter which of the three styles is purchased—skinny, slim straight or slim boot cut.

Jen7 denim retails for $185 a pair and it is in stores now at Saks Fifth Avenue, Bloomingdales, Neiman Marcus, and Nordstrom. The company plans to expand the line with more prints, denim washes, and colors each season.