garcia

The 50th Anniversary Of The Garcia Jeans Brand

The denim brand Garcia celebrates its 50th anniversary with the launch of ‘The Ageless Jeans’. With this launch, they embrace the family feeling, something that is rooted in the brand’s DNA. The new jeans are released with a 360-degree campaign.

garcia 50 years

The Story Of Garcia

Originating in 1972 in Urbania, Italy, Garcia is a jeanswear brand that develops collections for women, men, children, and teenagers. Since its launch 50 years ago, the brand has grown into a global denim brand with its retail concept and many retail partners.

Nowadays, Garcia is active in 27 countries and it has 33 stores in Europe and 281 branded shop-in-shops. Recently they opened its 100th Kitchen Table Concept at retailer Van Tilburg in Nistelrode and also their new brand store in Oberhausen, Germany. The second brand store in Germany is planned to open by the end of this month in Monchengladbach.

garcia 50 years

garcia 50 years

garcia 50 years

garcia 50 years

The First Ageless Jeans

Now, Garcia launched ‘The First Ageless Jeans’ for their 50th milestone celebration. The uniqueness of these special jeans is that it is the first model that is suitable for the whole family. These timeless jeans are echoable in a mom-and-dad fit and form the basis for the outfit of young and old.

The two pairs of ageless jeans are named after the founders of the brand, so they’re called ‘Maurizio’ and ‘Isabella’ jeans. Next to the naming, these jeans are inspired by the most important value of the brand: family.

The Garcia anniversary jeans are a mom-and-dad fit with a high waist. They’re available in a light blue color and equipped with iconic copper buttons. The labels on the back pockets are the same as the original Garcia jeans made in 1972. This is where history and sustainability merge. Sustainable materials have been used in the production, so they’re made with 20% Post Consumer recycled cotton. In this way, Garcia also thinks about future generations.

garcia 50 years

garcia 50 years

garcia 50 years

The Italian Family Feeling

As Garcia is focused on a family brand, they created a 360-degree campaign. It connects the online and offline media world. So, expect influencer marketing and in-store experiences: all elements are discussed to transfer the ultimate family feeling. This is in line with the previously introduced retail concept ‘Kitchen Table Stories’ in which the kitchen table and olive tree symbolize the rich Italian family feeling.

With ‘The Ageless Jeans’ campaign, Garcia wants to bring people even closer together, “Because they believe Life is Better Together“.

garcia 50 years

garcia 50 years

garcia 50 years

www.wearegarcia.nl

Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.