AW13 brings a brand new Luke Denim collection with the introduction of three exciting new areas.
Firstly Gold Plated, which is the entry level category and features the core styles, fits, light washes and raw finishes. With identifying features such as blue/black high shine fly buttons and red thread internally, the detail really helps to lift and highlight the styling.
Secondly, the mid-level Gold Standard, with directional finishes using premium fabrics and wash techniques. Standouts include: gold thread colour, woven labelling and embroidered internal branding helping to add more premium detailing.
77 Carat is the premium denim offer, using Japanese fabrics with artisan washes. Hand finishing, quality trims and attention to detail such as gold rivet and buttons really add a WOW factor.
The idea behind the rebranding of the denim area was to bring it more in line with the main range and coincide it with the relaunch of the Luke Roper collection. Clean and contemporary branding with a premium ethos for the market place allows the two areas to sit well together. The pricing architecture is clearly defined, making it easier to shop and understand the brand as a whole, providing our core customers a wide offering with competitive pricing.
STYLING & FIT
With this development into a ‘proper denim brand’, the Luke Denim collection supplies a plethora of choices through styles and sizes, reaching out to all customers. The leg lengths are offered in a 30, 32 and 34 and a waist size of 33 is now available. Four denim styles are initially set; ‘Tank’, a loose fit, ‘Eddie’, a standard fit and ‘Freddie’ and ‘Vacuum’ which
are of a slim fit. Furthermore, each style is then chosen from an array of washes to provide the ideal pair of jeans desired.
Across 8 different washes, attention and detail is highly commended, to create a clear quality across the collection and Luke as a brand.
Wash ‘6 Month’ is achieved with a light rinse with a dry softening to retain the depth of the indigo colour across the whole garment. A resin coating is used for a natural 3D whiskering on the thigh and the front and the back of the knee.
‘Blue Black’ does as it says on the tin- an 11oz indigo denim with a black coating. For 3D whiskers on the front and back of the knee and the hem a subtle resin is used to coat.
‘Mid- Blue’, A stretch 11oz denim with a 1% elastine. It is enzyme stoned washed for a soft hand feel and a medium blue colour.
‘Dark Rinse’ is a 13oz denim with a light rinse and dry softening to retain the indigo colour depth over the whole garment.
‘Dry Aged’ is a 12oz stretch denim with a dirty yellow local tinting. For an ‘aged’ apparel style detailing includes edge abrasions to the front and back pockets along with wear damage.
‘Drifter’, a 13oz denim with a dirty yellow local tinting. Other features include a resin creasing with a hand brushed effect on side seams, back knee and hems.
‘Daikanyama Vintage’ wash is created with a yarn slub 12.5oz indigo denim. A dirty yellow local tinting with front and back hand brush and permanganate create the look.