Jitrois New Campaign WASH MY LEATHER

Paris, 16th November 2021

WASH MY LEATHER. Unicity. Longevity. Washability.

In celebration of 25 years of Jitrois’ iconic and truly one-of-a-kind stretch leather denim, the maison Jitrois proudly unveils to the world a collaborative visual campaign with French-Portuguese photographer Justino Esteves that pulls on the strings of Jitrois’ rich DNA and that celebrates universal connection, rock and roll attitude but most importantly a product that has been crafted from its conception with sustainability at its core, a matter that has always played key importance in product development at the house of Jitrois.

Created by Jean-Claude Jitrois in 1996 the revolutionary high tech stretch leather denim jeans have become a solid fan favourite and still to this day remains one of the maison’ most coveted items not only for its innovative and stylistic allure but also the extraordinary durability that follows you for a lifetime.

Handmade in France by highly skilled artisans, the stretch leather denim goes through a pioneering double tinted patination process that gives the unique illusion of cotton denim twill but also allows for the groundbreaking ability to occasionally wash (twenty cycles to be exact) the leather in a household washing machine, washed at a maximum of 30 degrees using no detergent and left to air dry out view of sunlight, the product snaps right back to it former glory but also produces over time a beautiful distressed couture masterpiece.

In a world that continues to ask for more and delivers it at the speed of light right to your doorstep Jean-Claude Jitrois is on a mission to spread the message of “buy less but buy well” hence inviting all to re-discover his eternal stretch leather denim collection and follow a journey that will be your companion for decades to come.

All images courtesy of Jitrois

Photography : Photographer : Justino Esteves @justinoesteves Marine Pinard @marinepinard Fred Praca @fredpraca

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