Benetton relaunches Jean's West label

Benetton Group is relaunching Jean's West: a collection inspired by the imagery of the Far West_ reinterpreted through updated silhouettes_ authentic details and timeless materials. Since 1974_ the brand has built its language around denim and Western aesthetics_ reinterpreting its most authentic codes.

The brand's garments “speak to new generations who are receptive to contemporary reinterpretations and authentic_ lived-in style.” The collection also retains an appeal for an adult audience that identifies with this world of characteristic details and traditional references_ a statement explained.

Denim is at the heart of the collection. The brand's distinctive three-horse logo is updated with a contemporary design. Featured on the back label of trousers and as a print on T-shirts and sweatshirts_ it becomes a narrative and identifying element of the collection.

The Jean's West capsule has been available since the end of February in 40 selected stores and online on the Treviso-based company's website.

The range also includes T-shirts_ shirts and outerwear. The womenswear line introduces a light denim shirt dress and a panelled skirt with a reworked effect. The outerwear is enhanced by two vintage-look jackets and a long trench coat in rinsed denim_ designed as a transitional piece. The women's cropped_ cuffed rinse-wash jeans cost 120 euros. Both the recycled cotton flared jeans and the wide-fit jeans are priced at 69.95 euros.