Since their launch in 2011, the designer behind Los Angeles-based brand 69 has preferred to remain anonymous, allowing their work to speak for itself without falling prey to labels and preconceptions. With this unapologetic commitment to unbiased perspectives, it makes perfect sense that their collections are saturated with denim, a universal favorite among fashion elite and ordinary citizens alike. Though essentially cut from the cloth of American nostalgia, designs reflect shifting norms in the industry: the self-described ‘non-gender, non-demographic’ label has become a driving force in the movement toward greater inclusivity. Billowing, oversized silhouettes are open to the interpretation of the wearer, while lookbooks and shows are populated by a diversity of non-traditional models. Produced locally in Los Angeles, garments are stonewashed and faded for an exquisitely worn-in look and feel, creating an aesthetic that prioritizes comfort while defying convention.
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