A Gold E label is rejuvenated by Citizens of Humanity

US-based denim retailer Citizens of Humanity is aiming its renewed A Gold

E label at young shoppers who are looking for experience the nineties trends all over again.

The label's rejuvenation is being spearhead by former professional surfer Kassia Meador, who was taken on by founder and CEO Jerome Dahan to revive the 23 year old denim label as a younger and lower-price range line, reported WWD.

Meador previously worked with Citizens of Humanity last year and is now A Gold E's artistic service director, in charge of branding and imaging for the line. She is also boosting the label's online presence by uploading pictures to A Gold E Instagram account and establishing an online group for the label. It is the first time that the photographer works with a denim company.

“I’m a California-born and -bred kind of girl,” explained Meador. “Denim is so synonymous with L.A. I definitely feel part of the brand and its message. My go-to is a pair of jeans.”

A Gold E was previously discontinued after two season in the mid-nineties, however Dahan believes that the label may prove to be a promising addition to Citizens of Humanity and fits with its current strategy to launch a new, more relaxed label.

“It’s a little bit cleaner [than Citizens]. It’s basic. It’s not as trendy,” said Dahan. “It was kind of like going back to the nineties and remembering so many things I did. It was a vibe I felt was right at this time,” added Dahan.

Although he chose not to reveal predicted sales figures for A Gold E, which is set to launch a men's denim line in fall he stated: “[A Gold E] can grow and if we decide to grow the brand, the brand can be very significant.”

Retailing prices for A Gole E range between 98 and 138 dollars and is available in five women styles at selected store such as Anthropologie, John Lewis, Shopbop.com and Zappos.com in the UK and US.