AMV’s Denim, Recut for Summer

American Vintage isn’t chasing trends. It’s focused on refining the kind of wardrobe staples that work day in, day out. Denim, for instance — the foundation of almost every man’s wardrobe — gets a seasonal update this summer, staying true to the brand’s casual-French DNA but with a lighter, more mindful touch.

The core of the collection is denim that’s meant to be lived in. Worn morning to midnight, work to weekend. Each piece is cut from cotton that’s tough but pliable, selected to soften over time and develop the kind of worn-in patina that never goes out of style. It’s the opposite of fast fashion — think garments that improve with wear, not ones you swap out with each season.

For men, the cut choices cover a wide spread. There’s the Carrot — relaxed and tapered for comfort, with a mid-rise waist that works across body types. If you’re leaning into a looser silhouette, the Big Carrot ups the volume with a cropped, wider leg. Then there’s the Straight — that always-in-style, classic profile that never needs explaining. And finally, the Jogging Jean comes in with a partly elasticated waist for those who take their comfort seriously but aren’t willing to compromise on structure.

Each pair is signed off with a vintage-inspired AMV patch — a nod to the brand’s roots — and washed in finishes that range from ice-cold super bleach to faded salt-and-pepper, depending on how hard you want your denim to work. That same spirit carries through into the new lineup of denim jackets too. Designed to be worn by anyone, the pieces are cut for movement and ease, and this season, the number of 100% denim options has multiplied.

While design and cut matter, so does the production process. Around half of American Vintage’s denim is now produced in a factory in Tunisia that recycles water throughout the wash process. The aim? To reduce greenhouse gas emissions, cut back the chemical footprint, and improve conditions across the board for the people making the clothes.

This is denim with a lighter footprint — but one that still hits hard on style. It’s not performatively “eco”; it just makes sense. Simple, functional, considered — the American Vintage way. You could call it the French answer to LA’s obsession with vintage jeans: less flash, more wearability.

And for summer 2025, it’s a reminder that your most solid wardrobe staple can evolve, even just a little.

Shop at American Vintage.