Jack & Jones and JJXX focus on denim in 'Find your blue' FW26 campaign

Danish denim label Jack & Jones, part of fashion group Bestseller, launches the 'Find your blue' campaign for autumn/winter 2026 alongside sister label JJXX. With the campaign, both brands are returning to their denim heritage. According to the company, since Jack & Jones was founded, jeans have been the brand's foundation rather than a separate product category.

The campaign therefore presents denim not as a trend, but as a core value in the brand's identity. 'Find your blue' is not about the search for the perfect wash or fit, according to the brand, because that knowledge has been present in the company for generations. Instead, the campaign invites men and women to find the wash and cut that suits them.

Visually, the campaign opts for raw, unpolished images with an intimate tone. The denim is shown as it is worn in daily life: creased and faded, rather than in a perfect showroom setting.

Jack & Jones focuses on layering

For Jack & Jones, the campaign signifies a return to its roots, connecting the brand's denim with the history of workwear and craftsmanship. The FW26 collection ranges from heavy, structured outerwear to jeans designed to move with the wearer.

Layering is central to the collection. Under the banner 'Layers on and off', the brand presents garments that the wearer can combine, put on and take off themselves. Jack & Jones describes this idea as a way of life: feeling comfortable with who you are.

JJXX translates denim knowledge to womenswear

Womenswear label JJXX applies the same denim know-how to its own feminine collection. The emphasis is on silhouettes that are both confident and soft, and on denim that combines structure with freedom of movement.

The JJXX collection consists of tops, shirts, knitwear and jeans, with layering and personal expression also being central themes. According to the company, JJXX shares the DNA of Jack & Jones, but with its own voice.