DAVE DEVESA / COPYWRITING + DIRECTION

This is how we do denim.

BDG is our in-house denim brand. It’s been a key driver of business since the early ‘90s, and it’s a fundamental pillar of the larger UO brand. Its appeal is also its greatest challenge: it’s a core denim brand, putting out mostly standard pieces season after season. Reliable, classic, like your favorite pair of jeans. To make things interesting, we speak to fit (the most important attribute for any pair of jeans), and position the brand as an extension of the UO lifestyle. It’s how we do denim, and that “we” includes you. Wrap that sentiment up in clean, product-first design with clear, product-focused copy… then add full-scale omnichannel seasonal rollouts executed on a global scale… and it’s no wonder we’re all reaching for BDG denim every day.