Denim Pioneer John Richmond Makes a Comeback with “MAKE IT RICH” Project
Get ready to rock and roll, because John Richmond is back and better than ever. The denim pioneer is entering a new chapter, expanding on its iconic rock ‘n roll style that took the 1990s by storm.
But this time, Richmond is targeting a new generation – Gen-Z markets to be exact. And he’s doing it in a unique and intimate way, teaming up with artists Davide Vavalà, Agata Panucci, and LRP Laboratorio Riciclo Pelle to reintroduce RICH denim’s statement-making capabilities.
The “MAKE IT RICH” project is all about creative expression, using classic denim bottoms as a blank canvas for these emerging artists to showcase their talents. Each artist has customized their own pair of jeans, reinventing the brand’s logo with bespoke paint and embroidery.
Italian TikTok star Davide Vavalà brings his abstract style to the table, covering his pair with dynamic “RICH” lettering at the rear. Meanwhile, creative footwear designer Agata Panucci adds a touch of glamour with glistening crystals adorning her pair.
But it’s not just about the visuals – artisanal label LRP Laboratorio Riciclo Pelle takes it a step further by incorporating bolted plaques to enhance the John Richmond logo on their denim creation.
The “MAKE IT RICH” project is a true celebration of creativity and individuality, and it’s clear that Richmond’s iconic denim is the perfect canvas for these artists to showcase their unique styles. Take a closer look at the “MAKE IT RICH” project in the gallery above and get ready to make a statement with your own pair of RICH denim.
