For Spring / Summer 2021 we created a brand new EGO campaign: Studio Azur! The EGO is our iconic 5 pocket slim fit, made out of performance stretch jeans. We gave it seasonal washes and detailing and a campaign to match. It contains the same fresh tones as the collection, to resemble the reflection of the azure blue sea. The iconic CHASIN’ jeans details are highlighted, like the 3-piece on the backpockets, the comma shaped leather patch, triangular side branding and the embossed CH’ coin pocket.

Vincent van den Ende AKA Avedon Music created the soundtrack. The LA-based Dutchman continues his streak of success with a recent Emmy nomination. He produced for hip hop’s greats, such as Chris Brown, 6ix9ine and Trippie Redd.