LA store American Rag Cie and Denim Dudes partner on retail project backing new names

American Rag Cie has partnered up with denim and casualwear foresight platform Denim Dudes on an initiative that will allow emerging brands to rework and reimagine pieces from the LA store’s vintage stock to create exclusive capsule collections.

Seven LA-based emerging names have been selected to participate in the project, ‘Nothing New’, through which they will be given access to vintage garments in American Rag’s archive that they can either use as inspiration or as the foundation for their collection.

Each brand’s 20-piece capsule line will then be sold exclusively through American Rag’s online and brick-and-mortar store from September 2024. An official launch party will also be held on September 19, which will be free to attend for both customers and industry professionals.

Those selected to take part include Object from Nothing, Knorts, Dr Iceland, Denem, Masato Kawajo, N.G.O and Clutch Golf.

In a release, Amy Leverton, founder of Denim Dudes, said: “Community, creativity and innovation are the values we cherish most at Denim Dudes. This alignment with AmRag gives us the opportunity to showcase some of the incredible talent we share online in a more tangible way and forge a deeper connection with our local denim community in the process.”