Untuckit’s newly launched jeans have been one of the brand’s top 10 selling items every day since they debuted last month.
“This is the first time we have seen these results at Untuckit in a non-shirt category in 15 years,” said Sarah Hand, Untuckit’s senior creative product leader.
The early success bodes well for Untuckit as it expands its assortment with more problem-solving products. The brand was recently acquired by Randa Apparel & Accessories, which could help fuel further growth across categories.
Bottoms are not a new business for the “original untucked shirt” company, but denim required special attention. Hand said it took the brand a year and a half to develop the line, with the team and denim consultants dissecting everything from fit, washes and finishes to testing fabrics that delivered on Untuckit’s uncompromising commitment to comfort and an effortless feel.
Hand said the choices Untuckit made for the denim collection align with the company’s three pillars: performance, wrinkle free and casual wash.
The brand landed on an 87 percent cotton, 11 percent polyester and 2 percent Lycra blend for its core fabric. Hand said it delivers “just the right amount of stretch” for an everyday jean. Washes are clean and versatile: light wash, dark wash and rinse. And finishes are minimal but thoughtful. Hand said the goal was the “curate a jean with signature elements” like custom rivets and shanks made with brushed steel, subtle logos and a soft suede back patch that will evolve with wear.
For fit, the brand “kept it simple” with a slim straight that Hand pointed out “doesn’t feel trendy.”
The jeans are made at a state-of-the-art factory in Mexico. With the brand’s knits coming from Peru, Hand said, “Mexico was a natural place to start.” Producing in Mexico also allowed Untuckit to offer the jeans at a $148 price point. Hand added that the brand is leaving the door open to producing more premium styles in regions like Turkey.
Shopping for denim can be challenging, but Hand said Untuckit’s consistent sizing and fit can help alleviate some of the guesswork. The brand has already proven this with its chino and tech pants. Just as the brand’s shirts have become a go-to for easy dressing, she believes its denim has a strong future as a closet staple.
“It’s really a prescription,” she said. “Denim that matches the shirts—it’s easy dressing.”
