With a 25 year history, it may be a fair assumption that a design house might lose touch with the modern. The very opposite is the case for Cotton On, whose latest denim offering successfully fuses the past with the very now, looking to the future while never forgetting where they came from.

Cotton On’s ’91 Denim collection has a distinct feeling of nostalgia, but closer inspection reveals that each updated denim style is in fact quite directional, with attention to detail remaining key. Launching online and in-stores across 17 countries, the newest ’91 Denim styles are inspired by a distinct 90s flavour, with a range of brand new fits, colours and washes on offer.

Cotton On’s rich history isn’t lost on the design house’s current team, with Global General Manager Felicity McGahan noting that denim has always been a hero fabric.

“Since Cotton On started back in 1991, denim has been and continues to be a staple for us,” says Felicity. “Our denim story began with our founder Nigel Austin, selling acid wash jackets at a local Geelong market in Australia, before opening the first store in 1991.

Fast forward 25 years and we’ve still kept the link to our heritage by carrying that denim attitude and passion with us in everything we do. Denim is such an important part of our customers’ lives – we know they live in it and love the durability, flexibility and versatility it offers.

So for us, it was key to retain all of this while layering in the on-trend fashion details that keep it totally contemporary and relevant, all at an affordable price which makes it so accessible to our communities globally.”

Proving that what was old is new again, Cotton On’s latest denim range stays true to its roots, with the addition of new detailing, washes and treatments to keep each piece direction and trend driven.

With classic cuts and modern detailing, Cotton On’s latest ’91 Denim pieces seamlessly fuse history with the now.

About The Author

Gemma Watts

Gemma Watts has worked in the fashion media industry since 2012, writing for and being headhunted by some of the country's leading fashion and beauty companies. With a Diploma of Professional Writing and Editing and a Bachelor of Communication (Journalism) under her belt, Gemma is able to combine her two greatest passions as Couturing's Fashion Editor- fashion and writing.

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