The Evolution of Denim: Icon Denim LA’s AW24 Collection and the Future of Fashion

Discover How Icon Denim LA Sets Itself Apart in the Ever-Evolving World of Denim, Embracing New Trends and Timeless Classics

Icon Denim LA AW24: Fashion Director: Joseph DeAcetis, Photographer, Macrae Marran, Models: Q model Management


Icon Denim LA: A Journey from Humble Beginnings to Fashion Innovation

Icon Denim LA, co-founded by visionary Lucio Mauro, has quickly grown into a trailblazer in the denim industry. Based in the heart of Los Angeles, a city known for its edgy fashion scene and laid-back vibe, Icon Denim LA has redefined what it means to create premium denim. Today, the brand is known for its innovative approach to design, sustainability, and its ability to connect with a new generation of fashion enthusiasts.

The denim industry is massive, generating over $90 billion globally each year. Denim’s versatility has made it a wardrobe staple, from workwear origins to high-fashion runways. Icon Denim continues to ride this wave of popularity while setting itself apart with its unique offerings and vision for the future.

Denim’s Rich History: From Workwear to Fashion Icon

Although denim was invented in France, the story of denim jeans begins in the late 19th century when Jacob W. Davis and Levi Strauss invented the first pair of riveted denim pants in 1873. Originally crafted as durable workwear for miners and laborers, denim’s robust fabric gained popularity for its practicality. By the mid-20th century, denim had transcended its humble roots, becoming a symbol of rebellion with icons like James Dean and Marlon Brando donning jeans in films that captivated youth culture.

Over the decades, denim has evolved into a staple of fashion, undergoing transformations in cuts, washes, and embellishments. From the bell-bottom craze of the 70s to the skinny jeans of the early 2000s, each era has left its mark on this timeless fabric. Today, denim is more versatile than ever, embracing sustainability, innovation, and new styles that suit a range of personal expressions.

Model Cooper Sharp wears jeans, Icon Denim LA and Cowboy hat by Stetson.
Creative fashion director: Joseph DeAcetis
Photographer: Macrae Marran

Icon Denim: A Bold Approach to Today’s Denim Styles

In 2024, Icon Denim LA continues to push boundaries with its Autumn/Winter collection, offering a diverse array of styles that cater to modern tastes. From slim fits to relaxed cuts, Icon’s denim speaks to today’s fashion-forward consumer. Their use of fabric combinations, like wool-blended denim, brings new textures to classic designs, while innovative shapes redefine the possibilities of what denim can be.

Icon Denim LA sets itself apart with its commitment to craftsmanship, sustainability, and fresh aesthetics. The brand’s competitive advantage lies in its ability to blend timeless denim qualities with forward-thinking trends, ensuring its place in both the current and future fashion landscapes.

Model Tomasz Kurdsziel wears jeans by Icon Denim LA, tank-top by POTRO
Creative fashion director: Joseph DeAcetis
Photographer: Macrae Marran

Targeting the Future: Reaching Gen Z and Gen Alpha

Icon Denim LA understands that today’s consumers are more discerning and digitally connected than ever before. The brand has honed in on a market segmentation strategy that targets both Gen Z and Gen Alpha—generations that value authenticity, sustainability, and inclusivity. Icon’s marketing taps into the digital culture of these younger audiences, using social media and influencer collaborations to create buzz and drive engagement.

Demographically, Icon Denim LA appeals to fashion-conscious men and women aged 18-35 who appreciate quality and craftsmanship but seek modern, trend-driven designs. Psychographically, they attract consumers who value creativity, self-expression, and sustainability in their fashion choices. The brand is well-positioned to continue growing its influence as it navigates the future of fashion with a focus on digital innovation and meaningful connections.

5 Reasons Why Icon Denim LA is unique to the denim market.

  1. Innovative Fabric Pairings: Icon Denim introduces bold fabric combinations, such as wool-blended denim, offering a fresh twist on a classic material.
  2. Sustainable Practices: The brand prioritizes eco-friendly production methods, reducing waste and water consumption in its denim manufacturing process.
  3. Unique Fits and Styles: Icon’s collection embraces a wide range of fits, from vintage-inspired wide-leg jeans to modern skinny and tapered silhouettes, ensuring something for everyone.
  4. Commitment to Craftsmanship: With a focus on high-quality construction, Icon Denim ensures its pieces are not only stylish but built to last.
  5. A Forward-Thinking Brand: Icon Denim’s ability to connect with younger, digital-first generations sets it apart in a highly competitive market.

In today’s rapidly evolving fashion landscape, few materials hold as much historical and cultural significance as denim. As digital interactions continue to dominate modern life, the fashion industry seeks to create connections that transcend the virtual realm, bridging the gap between the physical and the digital. Icon Denim LA, with its Autumn/Winter 2024 collection, is leading the charge, redefining denim with fresh, innovative styles that reflect the essence of human connection.

I had the privilege of sitting down with Icon Denim LA’s Co-Founder, Lucio Mauro, one of the visionaries behind Icon Denim LA, to explore the evolution of the brand, the creative process behind the latest collection, and the future of denim in an increasingly interconnected world. This interview offers a deep dive into the future of denim, the innovation driving Icon Denim LA’s latest collection, and how the brand is shaping the next era of fashion.

Our conversation touched on three major topics that shed light on the brand’s forward-thinking approach and its relevance in today’s market.

  1. The Intersection of Tradition and Innovation in Denim: We explored how Icon Denim honors the timeless heritage of denim while embracing new fabric pairings like wool, pushing the boundaries of what denim can be. This balance between the old and the new allows the brand to stay relevant in a rapidly changing industry.
  2. Sustainability as a Core Value: With environmental consciousness at the forefront of consumer minds, Icon Denim is committed to eco-friendly production methods, including reducing water consumption and waste. This dedication to sustainability sets the brand apart as a leader in responsible fashion, aligning with the values of today’s younger generations.
  3. Connecting with Gen Z and Gen Alpha: We discussed how Icon Denim is reaching a new demographic of consumers, particularly Gen Z and Gen Alpha, through digital innovation and authenticity. From social media engagement to influencer collaborations, the brand is harnessing the power of digital platforms to build genuine connections with a younger, tech-savvy audience.
Icon Denim LA’s Co-Founder, Lucio Mauro

Joseph DeAcetis: In your words, what is Icon Denim LA, and who is the demographic and psychographic for the brand?

Lucio Mauro: Our demographic primarily includes individuals aged 16-55 who are not only trend-conscious but also value the craftsmanship and durability of their clothing.
Psychographically, our customers are characterized by their creativity and confidence.They seek to make a statement with their clothing and are drawn to brands that offer a sense of individuality and exclusivity. 

Icon Denim LA is all about creating high-quality, versatile denim pieces that resonate with both men and women who have a passion for style and individuality. At its core, Icon Denim LA is a canvas for creativity, allowing our customers to express their unique identity through their clothing. Each piece of denim we create is designed to evolve with the wearer, reflecting their personal journey and style. 

Joseph DeAcetis: What makes Icon Denim unique and separates it from all the other denim brands?

Lucio Mauro: At Icon Denim LA, we don’t see ourselves as just another brand—we feel more like a part of a larger community. We want people to perceive Icon Denim LA not as a traditional denim brand, but as an accessible fashion project that everyone can be a part of. Our uniqueness lies in the fact that anyone can identify with our pieces, regardless of age, gender, or personal style. We’re all about inclusivity and creating denim that transcends boundaries, allowing every individual to find a piece of themselves in our collection. It’s this sense of belonging and shared identity that truly sets us apart.

Model Emme Mattes wears jeans by Icon Denim LA
Creative fashion director: Joseph DeAcetis
Photographer: Macrae Marran

Joseph DeAcetis: Can you discuss the current AW24 collection—styles, cuts, silhouettes, and hardware?

Lucio Mauro: The AW24 collection is all about juxtaposing contrasts in a way that creates a harmonious blend. We’ve combined the timeless, rugged appeal of denim with the refined warmth and sophistication of wool. This mix reflects our broader strategy of merging online and offline communication—two elements that may seem opposite but actually complement each other perfectly. Just as denim and wool offer different textures and vibes but work beautifully together in a single outfit, our approach to communication leverages both digital and traditional channels to engage with our audience in diverse and meaningful ways. We’ve introduced a range of relaxed fits and news silhouettes, along with some more dark pieces for those who prefer a sharper look. Expect a mix of washes and innovative cuts, that add a unique edge to each piece. 

Joseph DeAcetis: How important are models and celebrities to your campaigns?

Lucio Mauro: Models and celebrities play a significant role in bringing our brand to life. They help us tell our story and showcase our designs in a way that resonates with our audience. However, what’s most important to us is authenticity. It’s not just about having a famous face; it’s about finding the right fit, who genuinely connect with the brand and can embody the spirit of Icon Denim LA, someone who can convey the energy and attitude that our brand represents.

Joseph DeAcetis: How do you ensure that your messaging for both men’s and women’s lines remains consistent and on brand?

Lucio Mauro: Consistency is key, but so is understanding the nuances of our audience. While the core of our brand messaging—quality, style, and individuality—remains the same across both lines, we tailor our approach to speak directly to each demographic. For men’s and women’s lines, we emphasize different aspects of our designs that we know resonate with each audience. This allows us to maintain a unified brand identity while still appealing to the distinct preferences of our male and female customers.

Model Cooper Sharp wears jeans by Icon Denim LA, sleeveless tee by POTRO and cowboy hat by Stetson.
Creative fashion director: Joseph DeAcetis
Photographer: Macrae Marran

Joseph DeAcetis: What sustainable efforts is Icon Denim making, particularly in terms of cleaner waters, packaging, shipping, and production?

Lucio Mauro: Sustainability is at the heart of what we do at Icon Denim LA. Our own factory is SMETA certified and we partner with companies that prioritize ethical practices. We’re continuously working to reduce our environmental footprint. We have invested in new processes and technologies for denim treatment, particularly the latest ozone and laser machines. The adoption of these technologies saves significant water, less energy than traditional processes, leading to a reduction in greenhouse gas emissions. This helps reduce the carbon footprint of our production. It’s an ongoing journey, but we’re committed to making denim that doesn’t just look good.

Joseph DeAcetis: Is AI helping or affecting your business, and if so, how?

Lucio Mauro: Honestly, at the moment, we’re using AI in a more selective and limited capacity. While it hasn’t yet had a massive impact on our operations, we’ve integrated it into certain areas where we see clear benefits. For instance, we use AI for data analysis, which helps us make informed decisions. We acknowledge that AI holds significant potential for enhancing various aspects of our business. We’re excited about exploring its full capabilities in the future and believe that, when applied thoughtfully, AI can be a powerful tool for driving efficiency and innovation. Overall, we’re optimistic about its role and are keen to leverage it more strategically as our needs evolve.

Model Tomasz Kurdsziel wears jeans by Icon Denim LA, tank -top by POTRO
Creative fashion director: Joseph DeAcetis
Photographer: Macrae Marran

Joseph DeAcetis: Can you share with StyleLujo about Icon Denim’s social media presence? What is your strategy for engaging with your audience?

Lucio Mauro: At Icon Denim LA, we aim to keep our social media presence fresh and engaging without overwhelming our audience with excessive content. Our strategy is to focus on simplicity and clarity, providing valuable and relevant information in a way that’s easy to digest. Instead of flooding our followers with numerous posts, we concentrate on delivering content that truly resonates with them—whether it’s updates about new collections, behind-the-scenes looks, or style tips. We believe that less is more, and by keeping our communication straightforward and meaningful, we ensure that our audience stays engaged and informed without feeling inundated.

Joseph DeAcetis: What is Icon Denim’s strategy for the U.S. market, and how do you intend to achieve those goals?

Lucio Mauro: To address the diverse preferences of American consumers, we’ve significantly broadened our product range to include a wider array of styles and to offer a comprehensive ‘total look.’ Our marketing strategy is equally multifaceted. We’re leveraging both digital and traditional channels to boost brand visibility and foster meaningful engagement with our audience. By investing in targeted social media campaigns, forging partnerships with influencers, and pursuing localized advertising, we aim to build a robust connection with U.S. consumers and enhance our presence in this competitive landscape.
Looking ahead, our vision for Icon Denim LA is to emerge as a prominent and influential brand in the U.S. market. To realize this ambition, we are dedicated to continuous innovation, upholding rigorous quality standards, and cultivating deep, lasting relationships with our customers.

Model Elijah Osik wears jeans by Icon Denim LA, tank-top by POTRO, belt by Ralph Lauren
Creative fashion director: Joseph DeAcetis
Photographer: Macrae Marran

Joseph DeAcetis: What are the biggest challenges currently facing Icon Denim, and how do you plan to overcome them? What is your business strategy for the next five years?

Lucio Mauro: One of the biggest challenges we face is the intense competition in the denim market, especially with established brands. A particularly pressing challenge is balancing competitive pricing with our commitment to high-quality standards. This often means that our production costs are higher, which can make it difficult to offer more accessible price points. Despite this, we are dedicated to ensuring that our customers receive excellent value for their money. Our goal is to strike a balance where we can deliver both superior quality and a satisfying price-to-value ratio.

Looking ahead, our strategy for the next five years is focused on several key areas. We plan to expand our market presence both domestically and internationally, enhancing our retail partnerships and strengthening our online channels.

We will continue to invest in product innovation, focusing on incorporating the latest trends and technologies.

Finally, we are dedicated to enhancing the overall customer experience by investing in our e-commerce platform and providing exceptional customer support.
By addressing these challenges and focusing on innovation, sustainability, and customer satisfaction, we aim to ensure that Icon Denim LA remains a leading and resilient brand in the ever-evolving fashion industry.

Conclusion: Denim for a New Era

In a world where digital connections often overshadow physical interactions, fashion emerges as a powerful bridge linking the virtual and the tangible. Icon Denim LA’s Autumn/Winter 2024 collection celebrates the essence of human connection in our increasingly interconnected era, offering a tribute to the profound significance of relationships in a digital age. This collection represents a bold exploration of fashion’s evolving landscape.

Denim, a timeless classic, redefines itself through innovative shapes and fabric pairings, with wool emerging as its new ally. Icon Denim LA invites you to discover an array of fresh combinations and creative approaches, embracing new styles and forging new connections. As an editor who has followed the denim industry closely, I believe Icon Denim is setting new standards by blending history, sustainability, and innovation—offering a brand that resonates in today’s dynamic fashion scene.


About the Author:

Joseph DeAcetis is a visionary in the world of fashion, renowned as the best wardrobe stylist and art director of his generation. His impressive accolades and unmatched expertise set him apart in the industry. Joseph covers the intersections of style, culture, art, and fashion, with a particular emphasis on the evolving status of menswear.

Throughout his illustrious career, Joseph has penned award-winning columns for top-tier publications such as Esquire, People Magazine, Robb Report, and Playboy. His profound insights and engaging narratives have made him a leading voice in fashion journalism.

Most recently, Joseph served as the creative fashion director for Forbes Media, where he excelled as both a critic and reporter. His extensive body of work highlights the importance of dressing for success and explores how technological advancements are reshaping the fashion industry. Joseph’s authoritative yet approachable voice continues to inspire and influence fashion enthusiasts worldwide.

Comments, questions, or feedback? message me at stylelujo.com


Save Article

Subscribe to our newsletter and receive our latest news, posts and products.