Johnny Was & Sasson: New era of Denim
ohnny Was, the California-based lifestyle brand, proudly announces a collaboration with the legendary American denim brand, Sasson. This new partnership is accompanied by a vibrant campaign starring supermodel Lily Aldridge, photographed by Boo George. With this collaboration, Sasson, a beloved name in fashion since 1976, makes a celebrated return, refreshed and reimagined for a new generation.
The highly anticipated Johnny Was x Sasson collection will launch on September 6th, 2024. The collaboration blends the timeless appeal of classic denim with Johnny Was’s signature contemporary bohemian flair, aiming to merge the heritage, fun, and authenticity of Sasson with a modern twist.
The first drop of the collection will feature eight distinctive denim styles, including three denim shirts, a jean jacket, a maxi skirt, and three jean silhouettes—wide leg, flared, and straight leg. Additionally, the collection includes exclusive suede and silk outerwear pieces, a re-release of vintage ’90s Johnny Was blouses, and newly crafted ready-to-wear items.
Johnny Was, known for celebrating beauty, authenticity, and artistic expression, has been a leader in the fashion scene for over 30 years. The brand marked a significant milestone in Spring 2024 by launching its first official denim collection, and this partnership with Sasson represents a natural evolution of its vision.
Sasson, which rose to prominence in the 1970s, became synonymous with premium denim, recognized for its exceptional quality, fit, and style. Embodying the sophistication of Paris, Sasson captivated the American market, appealing to women who sought self-expression and fun in their wardrobe choices. The brand’s iconic motto, “OO LA LA!, SASSON,” became a hallmark of the era and remains a part of fashion history today.
Rob Trauber, CEO of Johnny Was, spoke on the synergy of the partnership, saying, “I met Paul Guez, the founder of Sasson, and we started speaking about the brand’s iconic fashion status in the ’70s and ’80s. Paul shared his dream of reviving the line, and the synergy between our visions was undeniable – it felt like stars aligned. ‘OO LA LA!’ means ‘wow’ in French, and ‘sasson’ translates to happiness. This perfectly resonates with our brand ethos of joyful optimism. It felt like the most perfect, natural partnership.”
Paul Guez, founder of Sasson, added, “I am so excited about our collaboration with Johnny Was! Bringing together our two compelling brands with a shared 70’s-inspired heritage felt like a beautiful alignment; a merging of Sasson’s cool French girl spirit with Johnny Was’s bohemian elegance. As we approach Sasson’s 50th anniversary, there’s no better time to relaunch to a new generation. It’s a nod to our past and a step towards great things to come. I want to thank Rob and the Johnny Was team for helping to make this dream of relaunching Sasson come true.”
Together, Johnny Was and Sasson aim to honor Sasson’s heritage while introducing updated, modern styles and innovative fits. This collaboration will infuse the denim fashion landscape with fresh looks and emotional nostalgia, blending Sasson’s “OO LA LA!” legacy with Johnny Was’ free-spirited ethos. The Johnny Was x Sasson Collection will be available for purchase beginning September 6, 2024, on JohnnyWas.com and at Johnny Was retail stores nationwide.
Founded in 1987, Johnny Was designs clothes that transcend cultures, defy trends, and embody a bohemian spirit rooted in California dreaming. Renowned for artisan-inspired stitch work and luxe fabrications, the Johnny Was collection spans ready-to-wear, including signature kimonos, activewear, resort wear, home decor, gifts, and more.
Sasson Jeans, the denim brand known for revolutionizing the fashion industry with its iconic designs and high-quality craftsmanship, marks its return in 2024. Founded in the late 1970s by Paul Guez, Sasson Jeans became a household name, synonymous with innovation, style, and comfort. The brand became a go-to denim brand in the 1980s, regularly partnering with celebrity talent for its memorable campaigns.
Johnny Was will begin accepting pre-orders for the Johnny Was x Sasson collection on August 29, 2024, exclusively on its website, with the official launch set for September 6, 2024. The collection, priced between $178 and $348, will be available for purchase at Johnny Was retail stores nationwide.
This collaboration marks a triumphant return for Sasson, reimagined for a new generation, and sets the stage for a fresh chapter in the denim fashion landscape.