Cotton On Denim

Where the denim buyer at Cotton On, Nic Driver gets his denim inspiration

“Denim is so dynamic. You can manipulate, distress and wash denim to replicate vintage, but also modernise and create new designs – that’s the part that I love the most.” – Nic Driver.

Denim is more-or-less a part of life. Regardless of who you are or where you live, you more than likely own something made of denim, which is always a good idea.

It’s resilient, looks better with age, goes with everything else and has a story to tell of its own.

The denim buyer from Cotton On, Nic Driver has given us a great insight as to why he loves the stuff so damn much.

An old-school denim head, Nic Driver has spent over seven years working with his favourite fabric at iconic brands such as Lee and Wrangler. Nic started at Cotton On in 2016, inspired by the brand’s denim heritage and ever-changing trend focus.

What do you love most about denim?

Denim is ingrained in culture throughout history. It has so many reference points to look back on, but also a bright future as it’s one of the most innovative fabrics of the textile industry. Individuals and companies are always working to reinvent denim in new and creative ways – it’s never-ending and that’s what makes it so exciting.

What’s different about the latest 91 collection from Cotton On?

In designing the spring collection, we really concentrated on fits and washes. We reviewed everything with comfort and function in mind. It was important for us to deliver a range of fits that could suit any personal style. We also wanted to offer more choice in our washes. We expanded our black and grey denim offering, and elevated our core blue palette with a wash story called Blue Destroyer, based on our favourite worn-out jeans.

What are the key trend details we should be on the lookout for?

Authentic rip and repair details and washes inspired by natural wear patterns, reminiscent of early ‘90s. We’re also really excited to be offering a new cropped leg length in our best-selling Slim Leg Jean. Cropped jeans for men have been on the rise and we’ve seen loads of variations across loose and rigid silhouettes. We’ve delivered our own twist on the crop this spring and it looks great worn back with a boxy fit, drop shoulder tee.

What is the must-have denim silhouette right now? 

A cropped or rolled cuff is the look for this coming season.

What has been your favourite denim trend?

Rigid-look stretch. It’s a mouthful but I think it’s the best thing happening now. Inspired by rigid and selvedge fabrics, you get the look of the early ‘80s and ‘90s denim with the innovation and comfort we all need. It’s a win-win.


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