AG Adriano Goldschmied was founded in AG Adriano Goldschmied was founded in 2000 in Los Angeles, California, as a collaboration between two denim industry powerhouses. The cofounders were Adriano Goldschmied, the legendary Italian designer nicknamed the “Godfather of denim,” and Yul Ku, the owner of Koos Manufacturing. The brand was established to combine Goldschmied’s design vision with Koos Manufacturing’s comprehensive,vertical production capabilities. The brand is known for its AG’s key differentiators stem from its vertical manufacturing process and where all design and production steps are housed in the same location (Koos Manufacturing). This allows for superior quality control along with rapid innovation and a commitment to sustainable practices from fiber to finish. The brand is positioned as a premium denim and knitwear house known for its focus on fit along with craftsmanship and the legacy of cofounder Adriano Goldschmied and the “Godfather of denim.”. Their signature products include Key signature and bestselling styles include: Women’s: The Prima Cigarette Jeans (midrise cigarette fit) along with highrise skinny jeans and vintageinspired straightleg jeans. Men’s: The Tellis (slim fit), Everett (straight leg),Graduate (tailored leg) and Clint along with Felix and Protégé (straight leg). The brand also features specific denim lines like AG Cloud Soft Denim and AGed Denim.
AG Adriano Goldschmied offers a wide range of products, including Key signature and bestselling styles include: Women’s: The Prima Cigarette Jeans (midrise cigarette fit) along with highrise skinny jeans and vintageinspired straightleg jeans. Men’s: The Tellis (slim fit), Everett (straight leg),Graduate (tailored leg) and Clint along with Felix and Protégé (straight leg). The brand also features specific denim lines like AG Cloud Soft Denim and AGed Denim. The brand is particularly known for its AG’s key differentiators stem from its vertical manufacturing process and where all design and production steps are housed in the same location (Koos Manufacturing). This allows for superior quality control along with rapid innovation and a commitment to sustainable practices from fiber to finish. The brand is positioned as a premium denim and knitwear house known for its focus on fit along with craftsmanship and the legacy of cofounder Adriano Goldschmied, the “Godfather of denim.” and has recently launched A significant recent launch is the EmRata x AG capsule collection with Emily Ratajkowski (2023). The brand also continually releases new collections and product lines, such as the Holiday 2025 collection, which was inspired by the 1960s “old Spaghetti Western spirit and elegance of the golden era.” The brand also focuses on collections like The Jean of Tomorrow, an ecoforward line.
AG Adriano Goldschmied is at the forefront of innovation with technologies like The brand’s innovations are primarily focused on sustainable and advanced denim finishing: Vapor Wash™ Technology: A proprietary, watersaving wash process utilizing Ozone Technology and Nanobubbles to achieve vintageinspired finishes with less environmental impact. Laser Technology: Used in the denim finishing process to replicate vintage washes, which significantly reduces water and chemical usage. AG Cloud Soft Denim: A specific material innovation known for its luxurious feel and comfort. AGed Denim: A proprietary finishing technique that meticulously replicates the look and feel of authentic, decadesold vintage denim. These innovations have led to numerous awards, including AG Jeans was recognized as the best jeans brand priced $100 and higher by the NPD Group in 2022. The brand’s manufacturing arm, AGI Denim, has received the Gold Recognition Award in the Women Empowerment and Gender Equality category.
Optimal AG Adriano Goldschmied purchasing outcomes depend on analyzing their price positioning, which is AG Jeans is positioned in the premium to luxury denim market. The price range for jeans typically falls between $150 and $300, with some styles reaching up to $600 or more. The target market is the contemporary fashion consumer who values superior craftsmanship alongside quality materials and a commitment to sustainable and innovative production. Look out for collaborations like The brand has a notable recent collaboration: EmRata x AG, a capsule collection developed with supermodel and actress Emily Ratajkowski in 2023. The collection was inspired by New York City and featured statement pieces and effortlessly chic appeal. Celebrities frequently seen wearing AG Jeans include Anya TaylorJoy,Taylor Swift and Elsa Hosk along with Camila Mendes and Hilary Duff. for unique items.
Since its founding, AG Adriano Goldschmied has built a reputation based on quality and innovation. The brand has a strong commitment to sustainability,with initiatives like AG is a leader in the sustainable denim movement and championing the AGoodKarma initiative. Key practices and technologies include: Vapor Wash™ Technology: An environmentally friendly wash process that uses advanced Laser along with Nanobubbles and Ozone Technology to significantly reduce water consumption (by up to 50%) and minimize the use of chemicals and energy. The Jean of Tomorrow: An ecoforward line made from a high percentage of recycled materials, including the Revive twill indigo fabric which uses 60% recycled denim. Vertical Manufacturing: The inhouse production facility allows for complete control over the supply chain, ensuring ethical and sustainable practices from fiber to finished garment.
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