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TOPMAN Launches “This is Denim” Campaign at Hudson’s Bay

Toronto, ON (September 14, 2015) A symbol of cultural authenticity, denim has become a recognized part of everyday life. From jeans and shirts, to jackets and accessories, denim is everywhere. No longer just considered a work wear staple or the ultimate expression of youth rebellion, denim is now deeply entrenched within the fabric of fashion.

Cementing its position as a leading denim authority, this season TOPMAN introduces its largest denim offering yet with the ‘This Is Denim’ campaign. Launching across Hudson’s Bay stores and thebay.com on the 28th September, TOPMAN is set to declare itself as the definitive denim destination.

Each garment within the collection has been carefully crafted and edited to showcase the breadth of TOPMAN’s denim offering. From the introduction of new styles such as the Japanese inspired ‘Wide Leg Crop’ and ‘70’s Kick Flare’ to more recognizable TOPMAN fits like the ‘Stretch Skinny’.

Leading the charge amongst this new denim offering is the new ‘Standard Fit’ which provides a more relaxed look and comes in a straight leg. A key item this season is also the ‘Wide Leg Crop’ and takes its inspiration from Japanese streetwear. For this jean silhouette volume is key, with the jeans produced in a wider cut and rolled at the hem – the style is further enhanced by the fact that it is available in raw rigid denim. Also new to the denim offering is the inclusion of an innovative new denim chino which takes a more relaxed and contemporary silhouette.

In keeping with denim’s utilitarian past and its nature as a hardwearing and durable fabric, TOPMAN pays homage to the urban nineties with key items such as the bib and brace dungarees which now also come in durable black twill and overalls. Utility references remain an essential focus for denim with washes inspired by natural wear and tear and include light fading with naturally worn abrasions found at the knees.

A range of selvedge jeans also come in an array of essential washes, including a rich indigo, coated cobalt blue, black and a stone wash.

The TOPMAN AW15 collection builds on existing staples making them relevant for a new audience. A pioneering denim authority, TOPMAN is creating and establishing the new classics. Classic denim staples such as the denim jacket and denim shirts have been re-worked and re-imaged with contemporary cuts and silhouettes. Classic fits including the straight and skinny complete this extensive denim offering.

To coincide with the launch of ‘This Is Denim’, each TOPMAN Hudson’s Bay store will have designated denim experts on hand to talk customers through the breadth of denim on offer.

In celebration of ‘This is Denim’ there will also be an in-store contest providing customers the opportunity to ‘Win a Year’s Worth of Denim’. For a chance to win, customers can go to any TOPMAN Hudson’s Bay store between September 28 – October 31, 2015 and enter their email into the prize draw. There is no price limit on the product and the prize will allow customers to make their selection across the entire denim collection.

As an additional bonus, on October 3, 2015 select TOPMAN Hudson’s Bay stores will also feature a Denim Roulette which will encourage customers to spin the wheel for a chance to win a free pair of denim from the new collection or redeem a 20% off voucher. #ThisIsDenim

ABOUT TOPMAN

TOPMAN has earned its sartorial stripes with an unswerving, energetic approach to producing truly exciting high-street men’s fashion. Driving trends forward while shifting the way men approach shopping, the Brand’s attitude to creating brilliant, affordable and authoritative menswear is second to none.

Born in 1978, TOPMAN is the male equivalent of successful stable-mate; TOPSHOP. With over 210 stores in its native Britain, almost every high street in the country boasts its very own slice of TOPMAN. London’s mega Oxford Circus flagship – one of several chief stores in the major cities throughout the UK – sees over 75,000 pairs of feet storm its two floors every week. The rest of the globe is catching up too. Here’s the math: there are TOPMAN stores

in over 70 cities worldwide, stretching across 20 countries while boutiques in America, Canada, China, Germany, Belgium and Japan stock the Brand.

ABOUT HUDSON’S BAY

Hudson’s Bay Company, incorporated in 1670, is North America’s oldest company. Hudson’s Bay has grown to become Canada’s most prominent department store, today operating 90 full-line locations, two outlet stores and thebay.com. It has established a reputation for quality, service, and style by offering well-edited assortments of exclusive and popular fashion, beauty, home and accessory designers and brands. It is part of the Hudson’s Bay Company brand portfolio.

For press inquiries and images requests:

Katie Mills
PR Specialist
Hudson’s Bay
katie.mills@hbc.com