Denim Tears Unveils Its First-Ever Proprietary Denim—A Defining New Chapter for the Brand
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Denim Tears Unveils Its First-Ever Proprietary Denim—A Defining New Chapter for the Brand. Denim Tears introduces DENIM TEARS DENIM BY DENIM TEARS, its first proprietary denim program and a major milestone in its evolution. While past work such as the T.G.B.J. (The Great Black Jockeys) collection sits within the brand’s resume of culturally significant storytelling, the launch of DENIM TEARS DENIM becomes the central focus—establishing a new era in which denim itself becomes a primary form of authorship.
Denim Tears Unveils Its First-Ever Proprietary Denim—A Defining New Chapter for the Brand. This inaugural program marks the moment denim, once expressed through outside collaborations, becomes fully self-defined. With two core fits—Baggy and Straight Leg—the collection introduces silhouettes intended to be instantly recognizable as Denim Tears. The brand advances its craft through heavyweight 14 oz denim offered in Light and Dark Wash, each featuring textured, vintage-informed wear patterns that anchor the garment in heritage while pushing it into the present.
Denim Tears Unveils Its First-Ever Proprietary Denim—A Defining New Chapter for the Brand. Alongside these washes, the program introduces a 13 oz Japanese Selvedge (Unwashed) woven on traditional shuttle looms, reinforcing the collection’s commitment to integrity, structure, and longevity. The Trucker Jacket, constructed from the same fabrications and finishes, rounds out the offering—presenting clean, essential silhouettes that become foundational to the brand’s new material identity.
Denim Tears Unveils Its First-Ever Proprietary Denim—A Defining New Chapter for the Brand. Within the lineup, standouts include the Baggy Cotton Wreath Denim Pants ($295), laser-etched with the brand’s signature wreath motif across Light, Dark, and Selvedge bases; classic Baggy Denim Pants ($210); and Straight Leg silhouettes ($210–$295) designed with a more structured profile. Denim Jackets, priced between $280 and $310, mirror the program’s range with options finished in standard washes or adorned with the symbolic wreath. The full collection is cut, sewn, and washed in the USA at a facility recognized as the cleanest denim factory in the world, where 98% of water used in the wash cycle is recycled—placing sustainability at the core of Denim Tears’ production ethos.
Denim Tears Unveils Its First-Ever Proprietary Denim—A Defining New Chapter for the Brand. The campaign, photographed by Liam MacRae, spotlights members of the brand’s extended community—such as Andre Walker and Ali Richmond—through intimate black-and-white portraiture. The absence of color sharpens focus on silhouette, texture, and construction, allowing the denim itself to serve as the primary storyteller. The result is a visual language that feels archival, immediate, and deeply connected to the Denim Tears diaspora.
Denim Tears Unveils Its First-Ever Proprietary Denim—A Defining New Chapter for the Brand. While the T.G.B.J. collection remains an important entry in Denim Tears’ creative résumé—honoring the overlooked history of Black American jockeys—the introduction of DENIM TEARS DENIM represents the brand’s shift into material sovereignty. This release establishes denim not only as a storytelling tool but as a fully realized category authored through the brand’s own lens, marking a foundational step in its continued evolution.
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Denim Tears unveils its first-ever proprietary denim—DENIM TEARS DENIM BY DENIM TEARS—marking a major evolution for the brand as it introduces fully self-authored, sustainably crafted denim across new Baggy and Straight fits, heavyweight and selvedge fabrics, and a campaign that positions the collection as the foundation of its next chapter.