Founded in 2011, 34 Heritage combines a luxury aesthetic with a European heritage of denim manufacturing. Cutting-edge style and men’s premium quality evokes the true essence of the brand. From the same owners of Mavi that has been in the business for over 30 years, the 34 Heritage team was passionate to create the go-to denim jean for the man whose measurements aren’t so slender.”
34 Heritage tapped Ardie Ulukaya as the president to relaunch the fall line in January 2011. Ulukaya is no stranger to the fashion world. He worked at Bidermann Industries where he got involved working with Yves Saint Laurent and Burberry.
Before Ulukaya came on board, Alissa Friedman, 34 Heritage US marketing manager, said the brand was selling at higher price point, but it was so similar to Mavi that it was competing. She credited Ulukaya for helping to differentiate the brand and give it its own niche market.
“I noticed it [was] very similar to what Mavi was doing—younger, washes and fabrications,” Ulukaya said. “I changed the dynamic of the brand and targeted our demographic to the 35 yo and older male. It’s more luxury and comfort and I did every single fabric here. There’s no item that is non stretch.”
The brand launched a lightweight luxury jogger for summer. For fall, the brand will continue to produce its signature stretch jeans in darker washes and a soft corduroy in three different colors. The 34 Heritage price point runs $185-190.
34 Heritage is the comfort and luxury jean for the business professional. Friedman says, “This the guy who wears a suit every single day, these are pants he wants to put on when he comes home. They’re comfortable and it’s all about the fabric and the premium quality of it.”