Jenni Kayne, the nearly 25-year-old California lifestyle brand, is getting into the denim business, which completes its vision for full-wardrobe dressing.
The collection launches with Seeded Natural, an unbleached, undyed fabric that leaves the cotton’s own seeds visible in the weave. The fabric uses no dye, no synthetic wash and no manufactured patina. Rather than introduce itself to denim with traditional indigo, Jenni Kayne decided to begin with the fabric in its purest form. Indigo will follow in early 2027.
Inspired by the California landscapes that have shaped the brand since its founding, the first collection introduces three silhouettes: the Malibu Canyon Crop, Ojai Straight and Topanga Wide Leg. The campaign was photographed in Malibu — at the beach, in the mountains and along the open road — reflecting the way denim has always existed within the California wardrobe.
“We didn’t want to just add denim to the assortment. We wanted to earn the right to make it, which meant waiting until we had a real point of view,” said founder Jenni Kayne. “Seeded Natural is the point of view. It’s denim in its natural form, and it’s exactly how I wanted to start.”
Kayne told WWD that when you think of Los Angeles and the West Coast, you always think of T-shirts and jeans. “That’s always been something we wanted to delve into, but the business wasn’t ready until now. It’s been a natural extension of the growth that we’ve seen over the past 25 years,” Kayne said.
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