Jump Through Decades of Style in Lois Jeans 60th Anniversary Celebration

Lois Jeans celebrates its 60th anniversary and in honour of this, it has created a special campaign video inspired by the brand's iconic times. In doing so, Lois celebrates and claims its heritage - more than ever. 

The special campaign video takes you through the brand's heydays. Iconic campaigns from the '60s, '70s, '80s and '90s have been revamped with a clear reference to the past. Vintage items have been combined with new collections, resulting in a tribute that uniquely connects the past to the present. In doing so, Lois shows that it is timeless but also stays close to the core.  

"With this campaign, we are bringing something unique; mixing old vintage pieces from all  decades with brand new items. The fact that you don't see this and that it works proves how  strong the Lois Jeans brand is. It is timeless, effortless and pure. My work within Lois feels like  I'm living my dream every day," says Arthur van Rongen, creative director. 

Founded in 1962 by the two Spanish Sáez Merino brothers, Lois Jeans was the first European jeans brand to conquer the world. Lois became famous as it was embraced by musicians, actresses and fashion icons, especially in the 1970s and 1980s, making the brand's distinctive fits (such as the iconic flare jeans) unmissable on the streets and a favourite of many around the world.  

The jeans brand disappeared from the radar after the 1990s, only to make a comeback in 2014 with Amsterdam as its home base. Led by creative director Arthur van Rongen, the brand's strategy is set from this city. Nevertheless, the collections are still made by the same tailoring families in Spain. Meanwhile, Lois' collections are available at over 600 sales points within the Netherlands, Belgium, Norway, Sweden, Italy, Germany and the United States, among others.

Adding to the campaign, Lois is bringing back vintage and vintage-inspired items and offering them through its own Galerías, under the name ‘Club 62’. From now on, you will find a unique selection of vintage items at Galería Uno in Amsterdam, Galería Dos in Milan and Galería Tres  in Oslo, which will be continuously replenished. 

Next year, the brand is focusing on further international expansion. Upcoming is the opening of Galería Cuatro in Stockholm, which is planned to open in Spring 2023.  

The campaign is produced by Lois Jeans associate production partner Itai Verhoeckx (LIEF Amsterdam).