Here’s a quick roundup of the latest news from leading denim brands.
Wrangler
FGX International, an EssilorLuxottica-owned eyewear company, announced a new licensing partnership with Kontoor Brands-owned Wrangler.
Inspired by rodeo fashion and Wrangler’s cowboy roots, FGX will produce sunglasses and reading glasses designed styles to match existing collections across various channels.
“Wrangler has always been dedicated to outfitting our consumers for every aspect of their daily lives, making eyewear a natural extension of our brand,” said Douglas Parker, senior director of licensing at Kontoor Brands, Inc. “We chose to partner with FGX International because of their unparalleled expertise and proven track record in delivering high-quality, accessible accessories. This venture seamlessly translates our commitment to authentic, everyday readiness into a new category, allowing our customers to experience the Wrangler lifestyle—and uncompromising value—in a brand-new way.”
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Polarized lenses that reduce glare and provide 100 percent UVA-UVB lens protection, scratch-resistant lenses and recycled plastic frames are used throughout the collection, which retails for $20-$35.
The Wrangler eyewear line is available in stores across Latin America and North America, including Walmart, CVS, and Amazon. Distribution is set to expand over the course of 2026. As part of the launch, Wrangler eyewear line will activate at events like national rodeo competitions, Miss Rodeo America, and more immersive pop-up events.
Madewell
Madewell declares summer 2026 “The Summer of Denim” in a new campaign.
Shot by Stef Mitchell and styled by Spencer Singer—known for his work with musician Gracie Abrams—the campaign celebrates the brand’s signature denim through the lens of effortless summer style. The images capture the ease of “summering” in denim designed for warm weather, highlighting Madewell’s airy fabrications and relaxed silhouettes.
Key styles for summer include: the Perfect Vintage Wide-Leg Jean in Airy Denim, a garment dyed jean made with 64 cotton and 36 percent Tencel; the Low-Slung Baggy Crop Jean offered in white, indigo and pink garment dye; and the 100 percent cotton Low-Rise Loose Jean.
Novelty embroidered denim, vintage-inspired distressing and optic white washes are also part of the denim assortment.
Men’s styles focus on easy, warm-weather denim updates, including the Athletic Slim Jean and fan-favorite 1991 Loose Jean, alongside additional lightweight fits designed for laid-back summer dressing.
Ksubi
Ksubi introduced “Higher Than Heaven,” a pre-Fall 2026 collection inspired by East and West Coast subcultures.
“This is a wardrobe built on speed and attitude. Light, sun-faded denim sits against sharper layering and structured outer forms. Street, sport and after-dark references collide into one system—designed to move from day into night without breaking pace,” the brand stated.
Moto influences are found across the men’s line through sharper fits and utilitarian detailing, The brand delivers “rockstar denim” with modernized washed blacks, signature graphics and embellished denim. Bandana motifs—pulled from Los Angeles’ street culture—are reworked across denim and shirts. Light denim washes soften core silhouettes, balanced by structured bomber jackets that pull in New York City streetwear reference.
Highlights include an exaggerated straight leg carpenter short with diamante hotfixes and the Maxx Kraftwerk, a baggy jean with a stacked length adorned with appliqued cross patches.
Bandana prints and fitted moto shapes are also part of the women’s assortment. A low-rise miniskirt comes in light pink rigid yarn-dyed denim. A garage denim shirt and micro skirt have subtle oil blotches and paint markings. An oversize long-sleeve shirt is made with lightweight cotton/Tencel denim.
The collection is available now on Ksubi.com, at Ksubi’s flagships stores and at select boutiques and department stores.
Guess
Guess Fragrances and BDK Parfums launched new fragrances for Summer 2026.
Guess Amore Napoli is the newest addition to the Amore collection, inspired by the” warmth, energy, and effortless beauty of Naples, evoking golden coastal afternoons, bright citrus air, and sun-kissed Mediterranean skin.”
Top notes include Italian bergamot, pink grapefruit and lemon zest. Heart notes are apple blossom, peach and jasmine petals. Base notes are cedarwood, sundried vetiver and ocean salted amber
“Inspired by the vibrant energy of Napoli, I wanted to create a fragrance that captured the charm of this historic city,” said perfumer Jérôme Epinette. “Of course, I had to open with vibrant citrus on top to immediately transport, while peach and soothing warm florals in the heart add delicacy and more color, reminiscent of Naples’ sun-drenched streets and colorful markets. I added woods and amber in the back to ground the scent in warmth and comfort, the effect of that Italian sun warming your skin.”
Guess Amore Napoli is available now in a 100 mL Eau de Toilette for $39 at Guess.com, Guess stores and select retailers.
