Selfridges and Louboutin launch upcycled denim capsule

By

Sandra Halliday

Published
Feb 22, 2021

Sustainability is a strand running through almost every product launch these days and that’s very clear from the latest Selfridges debut as the upscale department store unveils a collab with luxury shoe label Christian Louboutin.

They’ve just launched a new capsule collection, online of course due to the stores being closed in the UK lockdown. It offers pieces for both women and men that were inspired by signature styles from the Louboutin archive.

But what’s key is that they’re all made from upcycled denim, complete with original jeans pocket detailing. It’s a “melding of 90s-inspired style and repurposed materials”, the companies said.

Louboutin said that “denim is like black, always present somewhere, it’s a classic. It’s rare to not see it in a crowd”. 

And he added: “Everybody has old jeans they dream of keeping, but the shape could be dated, it’s always a complicated decision to get rid of your old jeans. I was really excited to work with Selfridges on Project Earth and its aim to reinvent retail, by giving denim jeans another life and reducing waste. We worked with the global charity Caritas Internationalis who helped us source the denim. Supporting upcycling was really interesting, I wanted to reimagine jeans as a wardrobe staple for your feet.”