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Kim added that Hudson’s product offerings will gradually evolve. “We will always be focused on the core product. It’s still a very relevant and important piece of the market,” he said, noting that the brand’s signature is “a fashion basic jean” known for its fit and flattering cut.
Kim acknowledged plans to start “layering in pieces that are a little bit more fashionable with some of the groups.” To that end, some of the customized jeans Jagger wears in the campaign will be available at selected retailers and have inspired future Hudson designs. Kim said the brand is starting to look toward expanding its offerings — such as the ripped denim jeans and lace-back jeans Jagger wears in the campaign — and putting more emphasis on its men’s wear.
Despite the gloomy economic environment, premium denim is showing resilience. “In 2008, the premium denim category grew, which is a pretty amazing thing — most industries probably went backward,” Kim said.
Sales of premium jeans rose 16 percent last year compared with 2007, according to research firm The NPD Group.
As for the company’s interest in breaking into retail, “We have our eyes on it, but it will be nothing like the retail you see today,” Kim said. “If we’re going to do retail, it’s got to be special, different, and offer something that other people are not.”
Hudson is sold at stores such as Bloomingdale’s, Nordstrom, Saks Fifth Avenue, Harrods and Selfridges.
To underscore the brand’s authenticity, Jagger’s boyfriend, musician Django James, the son of musicians Dave Stewart and Siobhan Fahey, also appears in one of the campaign shots.
“We thought, how magical would it be to bring in a real relationship, and put that into something that we could communicate with the rest of the world?” Kim said.
Lipman added, while Hudson Jeans has a three-year contract with Jagger, it’s structured in such a way that both parties have first refusal after a year. “We don’t want to put someone in a contract and they look at it after a year and go, ‘I’m just hawking this thing,’” Lipman said. “We made it a unique contract because we want this to be pure and real.”