1990s French denim brand C17 relaunches internationally

French denim label Ce Dix Sept (C17), a hit in the 1980s and 1990s, is making a comeback now that the silhouette from those decades is popular again. The brand is being relaunched in the UK and France with a 33-piece collection featuring T-shirts, shirts, knits, jackets, chinos, bandanas, and three jeans styles available in four wash options. Wholesale prices start at 10 pounds, while bomber jackets cost 116 pounds. Jeans cost between 40 and 42 pounds.

“The timing has never been better for C17 to return to the market”, said the brand’s CEO, Ravi Grewal, in a statement. “From international runways to London street style, recent seasons have seen a tangible shift towards the shapes, colours and graphics of the 1980s and 1990s”.

C17 will initially be relaunched in the UK and France for AW19, with more European countries to come. “The first phase of the brand strategy is to focus is on quality-led, contemporary stores in the UK”, a company spokesperson told FashionUnited in an email. All C17 wholesale orders are currently being handled by UK sales agency Brand Progression. Spain, Holland, Germany, Italy and Belgium will be targeted from SS20. In the future, it also plans to expand to the US.

Pictures: courtesy of C17