Relaunch of the iconic Calvin Klein CK1 sub brand. The largest launch in over a decade that tied fragrance, jeans and underwear together in a single campaign. Collection development was in works for over a year and strongly influenced by the creative direction of Raf Simons. Inspired by a new generation of rebellious youth and underground music culture, the rejection of traditional gender, and "throwing away the box" to really look at underwear in a new way. This launch included a line of core basics, a strong color and print story, and a variety of fashion capsules.
Photographed by company hired photographers
Celebrity Talent :
Selection of launch colorways and key prints for the new core offering
Days of the Week
7pk featuring the CK1 Cotton repeat logo waistband with the days of the week jacquard into the design as well. Offered in two styles in black only with pop color waistbands. Dual gender offering.
Drawing from the iconic double stripe of tube socks and the classic rib texture, an innovative waistband that captures the spirt of youth and comfort. Accented with a classic CK patch as well as binding and seaming details. Dual gender offering in both cotton and micro.
Cheeky vintage sport inspired collection of heritage fly styles with binding and cotton mesh fabrication. Designed with both genders in mind, but sold in the men's space. Toeing the line of underwear as outerwear and exploring new shapes outside of Calvins usual blocks, this collections pushed the boudries of Calvin Klein, was well received and re-colors for Pride.
A group born out of a larger effort to reduce harmful environmental impact and explore more sustainable raw materials. Fabric is made from recycled plastic bottles and was developed to mimic the elevated hand feel the consumer expects from a Calvin Klein product. Waistband is also created from sustainable qualities and garments were sold in recycled cardboard packages. Dual Gender offering that continues to run and be re-colored as a core program.
Limited Edition drop capsule collection. CK1 basic styles with rock show inspired graphic prints. Printing over the finalized garment to give an almost hand-make punk rock feel, that became a staple of Calvin Klein fashion drops under Raf Simons. Offered in both cotton and micro for both Genders