Did someone say denim party?!

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Powered by NZ’s very own cool kid movement and in celebration of its roots as the trustiest denim label on the block, Cotton On championed its heritage and introduced its new denim collection, ‘This Is How We Denim’ bythrowing down a launch event in AKL central on Thursday night.

 The party saw a guest list of denim-clad cool kids and influencers participating in a live photography series as directed by acclaimed local creative duo, stylist Imogen Wilson and photographer Logan Buchanan.

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Since its first pair of denim was sold from a car boot in 1991, Cotton On has continued to infuse its passion for denim into everything it does. Consisting of over 100 pieces, the brand new ’91 collection ‘This Is How We Denim’ includes jeans, denim jackets, short and skirts with detail aplenty - from deconstruction to embroidery to hem detailing.

With denim sewn into the heart of the Cotton On brand, the photography series captured scenes of party-goers sporting pieces from the collection that were snapped up from art-like displays in the gallery space, and the various customisation options on offer allowed attendees to apply their personal style upon favourite items.

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For more information or to shop the collection, visit www.cottonon.com.

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