Shopbop.com is revisiting its denim roots by launching The Principle Collection, a range of 15 unique jeans styles from top denim brands, each designed to have a standardized rise. The line offers mid-rises at 9.8 inches and high-rises at 10.8 inches, which the company says allows shoppers to know their preferences across multiple brands.
Hightlights in the collection include: 3×1 high rise cropped micro flares, Current/Elliott boyfriend jeans, J Brand trouser jeans and more from AG, Blank Denim, Citizen of Humanity, Frame, McGuire, MiH, Mother, Paige, Rag & Bone and R13. Price range from $98 to $345.
For The Principle Collection, Shopbop’s team worked closely with designers to customize silhouettes, washes, tailoring and hardware. In addition to the standardization of rises, other tweaks were made to pre-existing favorites, including an updated ankle length on the Blank Denim vegan leather ankle skinny to avoid bunching at the hem and giving the Paige mid-rise slim bootcut a slimmer cut. The Citizens of Humanity “Girlfriend” slim slouchy and Frame’s paperbag waist wide leg, are completely new introductions for the brands, meanwhile MiH offers their first-ever petite option.
The Principle Collection was born out of Shopbop’s extensive knowledge of the denim category. The company launched over 15 years ago as a denim-centric online boutique and currently sells over 1,000 jeans styles on the site.
In a statement, Shopbop Chief Merchandising Officer Darcy Penick, said, “With over 15 years of working with the top denim designers in the industry and a history of discovering new brands, we recognized an opportunity to combine our experience in the category with our deep knowledge of the Shopbop customer.”
Penick added, “By focusing on how she shops for jeans and her preferences—and identifying the most standout qualities from some of our favorite brands—The Principle Collection offers customized pairs that particularly appeal to our shopper’s wardrobe needs and that she won’t find anywhere else.”