Who Owns Calvin Klein Jeans?

Calvin Klein Jeans was launched in 1978 as a denim line within the Calvin Klein brand. Calvin Klein was one of the first designer brands to enter the jeans market, bridging the gap between high fashion and mass-market denim. The launch coincided with the growing designer jeans trend of the late 1970s, which saw brands like Gloria Vanderbilt and Jordache also entering the market.

The brand's defining moment came in 1980 with the Brooke Shields advertising campaign. The campaign featured 15-year-old actress Shields with the tagline "You want to know what comes between me and my Calvins? Nothing." The campaign generated enormous controversy and was pulled from some television networks, but it dramatically increased jeans sales. The campaign established Calvin Klein as a major force in denim and set the template for the brand's provocative advertising approach.

Throughout the 1980s and 1990s, Calvin Klein Jeans expanded its product range to include various fits, washes, and styles. The brand became known for its clean, minimalist aesthetic, which contrasted with the ornate styling of some competitors. Calvin Klein Jeans were sold through department stores, specialty retailers, and company-owned stores.

In 1995, Calvin Klein launched a jeans campaign photographed by Steven Meisel that featured young models in a basement setting. The campaign drew comparisons to amateur pornography and prompted an FBI investigation into whether the models were minors. Calvin Klein denied wrongdoing and the investigation was dropped, but the brand withdrew the campaign. The controversy reinforced Calvin Klein's reputation for boundary-pushing advertising.

When PVH acquired Calvin Klein in 2002, the jeans business was primarily operated by licensees. The Warnaco Group held the jeans and underwear license for most international markets, while G-III Apparel Group held the North American apparel license. PVH's 2013 acquisition of Warnaco for approximately $2.9 billion brought the international jeans business under direct PVH control.

Under PVH ownership, Calvin Klein Jeans has continued to evolve. The brand has embraced social media marketing, with the #MyCalvins campaign launched in 2014 leveraging celebrity endorsements including Justin Bieber, Kendall Jenner, and Shawn Mendes. The campaign generated significant social media engagement and helped the brand reach younger consumers.

In 2024, Calvin Klein Jeans featured K-pop group NewJeans in its Fall campaign, continuing its strategy of partnering with culturally relevant celebrities. The campaign was part of the brand's effort to maintain relevance among Gen Z consumers in the competitive denim market.

PVH's PVH+ Plan, launched under CEO Stefan Larsson, includes taking direct control of Calvin Klein's regional businesses by unwinding licensing agreements. The G-III Apparel Group license for North American apparel is being phased out, with PVH assuming direct control of this business.