LOVEDAY JEANS

The premium denim label LOVEDAY JEANS, named after the creative director and supermodel Papis Loveday, was created in 2012.

Papis Loveday says: “It is still difficult to find a high-quality pair of jeans with innovative design and production details and which sits perfectly. Well, here we are! It was a great challenge to combine my high standards of fashion with a basic wardrobe essential. Seeing – feeling – trying on. I promise: They will become your very favourite jeans! You will love your Lovedays!”

The new brand represents progressive looks, a modern, urban attitude and a carefree lifestyle. The label links these characteristics with the standards of the name-giver and high-end Italian manufacture. Thus, traditional tailoring is united with innovative denim, new shapes and creative details. Both the women’s and men’s collections make a stylish and confident impression and are aimed at men and women who value individuality.

LOVEDAY JEANS embodies a new interpretation of modern luxury. The result is a very unique kind of elegance, “Made in Italy”. The use of refined materials combined with original and traditional details make each pair of LOVEDAYs a “must-have piece”.

Now, with its “kick-off” Spring/Summer 2014 Collection, the brand is already carried by over 60 selected, representative boutiques and department stores in Germany, Austria and Switzerland. In addition, the label has also opened its own showrooms in Milan, Düsseldorf and Munich.

Social engagement is also important to the brand LOVEDAY JEANS. An official partnership with the “UNESCO foundation – for children in need” has been established, meaning that each buyer of a pair of LOVEDAYs automatically donates to the renowned international aid agency. Primarily educational projects in Papis Loveday’s homeland Senegal are supported by these means.