Let’s talk about German denim brand, JOOP! Jeans today!
JOOP! is a German luxury fashion house founded by designer Wolfgang Joop in 1986. The brand became known for its bold, expressive style and offerings ranging from fashion and accessories to homeware and fragrances.
In 1988, the brand introduced JOOP! Jeans, a secondary denim and sportswear line offering ready-to-wear jeans and casual pieces.
While the original jeans line was discontinued in the late 2000s, the JOOP! Jeans concept has since been revived, aligning with the brand’s heritage of urban coolness, progressive lightness, and contemporary denim looks – embracing its reputation for a bold and confident style.
In 2020, a capsule collection titled Re-Invent 1988, reintroduced retro elements like the original logo, vibrant color inserts, garment-dyed finishes, and Art Deco-inspired branding. All paying homage to the brand’s roots.
When JOOP! Jeans launched in 1988, some of the production was indeed closer to home, with certain pieces cut and sewn in Germany and Italy included. However, denim manufacturing is resource-intensive, and Germany never had the same large scale denim infrastructure as countries like Italy, Japan, or the U.S.
So, like many fashion brands, JOOP! shifted a lot of denim production to Turkey, Eastern Europe, and parts of Asia.
JOOP!’s Fall/Winter 2025 campaign is showcasing the brand’s modern aesthetic, It is rooted in London’s juxtaposition of tradition and contemporary vibrancy. Think Savile Row tailoring meets Portobello Road’s eclectic energy, merged with a confident urban sensibility. You can check out the campaign video below:
Behind the scene images:
You can shop for JOOP! Jeans on their website and at Farfetch women/men.
