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About Benetton

Jean’s West wurde 1974 gegründet und gilt als eine der Säulen des italienischen Denims, eine Marke, die ihre Identität aufbaut, indem sie das Far West, die Welt der frühen Westernfilme und Ikonen wie John Wayne und Gary Cooper heraufbeschwört. Von Anfang an zeichnet sie sich durch einen Stil aus, der Unabhängigkeit und Individualismus verkörpert, wie auch die avantgardistischen Werbekampagnen zeigen, die die Jeans in ihrer authentischsten Form feiern. Denim wird so zum absoluten Protagonisten, dank der berühmten „gealterten“ 5- und 10-Jahres-Waschungen und der verlängerten Stone-Wash-Behandlungen, die echte Vintage-Effekte erzeugen. Auf diesen Wurzeln basiert die neue SS26-Kollektion, die die Western-Ästhetik zeitgemäß neu interpretiert.

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