ROSIE REBORN
Digital, Social, PR
Authentic denim is cotton–by definition. It’s also about as American as you can get. But cotton’s claim on denim was starting to erode as synthetic denim wannabes flooded the women’s clothing market. We fought back by redesigning Rosie the Riveter’s denim jumpsuit for today’s woman. By doing so, we showed that cotton is what makes denim and the women who wear it authentically strong and the bedrock of American fashion.