"Behind the Jeans" December 2010

[BEHIND THE JEANS]

1 2.2010INSIDE THIS EDITION

HUDSON BY GEORGIA MAY JAGGER

CELEBRITY FANS

MEET THE MERCHANDISERS

2010 YEAR IN REVIEW

INTRODUCING HUDSON BY GEORGIA MAY JAGGERNew York, NY (November, 2010) – HUDSON Jeans announces the launch of ‘HUDSON BY GEORGIA MAY JAGGER’, the fi rst design collaboration between HUDSON Head Designer and Creative Director, Benjamin Taverniti and the effortlessly stylish Brit-model Georgia May Jagger.

The collection is infused with the sexy insouciance of rock n roll chic. Inspired by the rebellious soul of London and the ease and freedom of California, the jeans are instantly iconic.

Among Jagger’s inspirations were her mother’s vintage Wrangler collection as well as rock icons, Guns & Roses. The capsule features fi ve styles including the N.0 Slash, N.1 Axl, N.2 Guns, N.3 Georgia May, and N.4 Ayesha in black, white, grey and blue washes. All styles feature skinny leg openings for the rock n roll edge, but a midrise to accommodate a wider range of body types.

As a fan of the brand herself, Jagger wanted the opportunity to play a integral design role with HUDSON. She submitted sketches and inspiration images and oversaw all elements of the capsule including materials, fi t, wash, rise and inseam length, and pocket and trim details.

[BEHIND THE JEANS] 12.2010


GEORGIA MAY: “My collection has a whole new cut, they are based on the style of jeans my mum wore in Texas in the 70’s. They are not high-waisted but they are a mid-rise which is great for us shorter girls and also very fl attering on the hips and bum. We also are using new kinds of stretch denim fabrics exclusively developed for us which make them very comfortable. It was also really important that they be from a woman’s point of view so I asked all sorts of women – my mom and friends and family – for their input.”

PETER: “We are thrilled that Georgia wanted to play a design roll, in addition to being the face of the brand for the past three seasons. She is a natural fi t for us, being the daughter of a British rock star and an American supermodel, given our Union Jack logo and L.A roots.”

The ‘HUDSON BY GEORGIA MAY JAGGER’ collection will be sold in leading department and specialty stores domestically, internationally, and online at HudsonJeans.com from Feb 2011.

HUDSON BY GEORGIA MAY JAGGER PHOTO SHOOTThe shoot took place in a New York apartment on December 9th. The space had a lived-in vintage vibe with inspiration from old fi lm stars such as Brigitte Bardot and Lauren Bacall. The images were shot on fi lm rather than digitally to enhance the mood. We can’t wait to see the fi nal product!



GEORGIA MAY JAGGER TRACKER

Georgia May cover stories in the November issueof US Harper’s Bazaar and December Harper’s Bazaar Mexico

WHOWHATWEAR declared Georgia May the “Fashion Industry Favorite “on their Best Dressed 2010 list

Georgia May interviewed by the Sydney Morning Herald online

Georgia May named one of the 1000 Most Infl uentual in London by The Evening Standard


MEET THE MERCHANDISERS

SHEENA ALMEDAWEST COAST

LINDSAY NIVEREAST COAST

HOMETOWN: Born and raised

in Flushing, MI, but current

hometown since college

(starting in 1997) New York, NY

FAVORITE FOOD: Gummi bears and

potato chips... any kind of junk food

NICKNAME: Binz

HOBBIES: Working out, running,

golfi ng, cooking, going out for

drinks : )

HOW LONG AT HUDSON: 1 year

WHAT DOES YOUR JOB ENTAIL?

Working with our major retailers

on an in-store level to educate staff

on our product. Maintain proper

presentation of our product and

conduct seminars with staff about

what is happening internally at

Hudson including ad campaigns,

contests, promotions, etc. as well

as further product knowledge.

WHICH WOULD YOU CONSIDER

OUR ‘BEST’ STORES IN YOUR

AREA? Bloomingdale’s 59th St

for volume - Bergdorf Goodman,

Barneys, and Jeffrey because they

carry the top tier designers from

around the world.

ANY SPECIAL SKILLS?

I can play classical music on the

piano - Bach, Chopin, Mozart, etc...

does that count?

FAVORITE PAIR OF HUDSONS:

Current favorite pair are pull-on black

cargo skinnies - my long-time favorite

even before I worked here is anything

in white; skinny, bootcut or wide leg

LINDSAY IN THREE WORDS:

Fun-loving, Caring, Generous

HOMETOWN:

Long Beach, CA (LBC)

FAVORITE FOOD:

XXL Chalupa from Taco Bell =)

NICKNAME: Sheen

HOBBIES: Eat, Sleep, and Shop =)

HOW LONG AT HUDSON:

9 months

WHAT DOES YOUR JOB ENTAIL?

Visiting all Major Department

Stores, educating their staff and

managers with product knowledge

seminars, Re-merchandising their

fl oor to enhance sales performance

and making sure Hudson is their

#1 Denim Brand! =)

WHICH WOULD YOU CONSIDER

OUR ‘BEST’ STORES IN YOUR

AREA? Nordstrom South Coast

Plaza, Neiman Marcus Beverly

Hills, Bloomingdale’s Santa Monica,

American Rag, Lisa Kline

ANY SPECIAL SKILLS?

Crochet Scarves and Beanies

FAVORITE PAIR OF HUDSONS:

Anything 5 Pocket Skinny with

the Super Stretch

SHEENA IN THREE WORDS:

Just like my hobbies, HUNGRY,

SLEEPY, SHOPAHOLIC =)

ANOTHER HUDSON CAKE!The offi ce was full of holiday goodies this month-- Thanks to everyone that contributed (and consumed)! One of our favorites was this HUDSON logo cake, brought in by Dan Capili of Production. Looks delicious!

MARIO’S EVENT, SEATTLE

11/11/10 - HUDSON partnered with the specialty store Mario’s in Seattle to host an event celebrating Mario’s 50th anniversary. $25 bills were distributed with Mario on them-- the bills were redeemable for $25 dollars off one pair of HUDSON Jeans. Ben, Tony, Katie Mintz, Ricky, Carmela and Laura MIlls were in attendance!


SHOPBOP DENIM GUIDE FEATURING HUDSON

CONGRATULATIONS

$10,000

WINNER OF THEBANK ON HUDSONSWEEPSTAKES

ROSE PERKINSOF SCOTTSDALE, ARIZONA

WITH

“The money was an incredible blessing My family and I were able to have an amazing christmas and new year and I was able to help out some of my family.”

Bloomingdale’s in store display


CELEBRITY FANS

Derek Jeter wearing the5 Pocket Relaxed Bootcut– Beverly Hills

MInka Kelly wearing theJegging in Holywell– Beverly Hills

MInka Kelly wearing theJegging in Holywell– Los Angeles

Sandra Bullock wearing theSignature Straight Leg– New York

Sandra Bullock wearing theSignature Straight Leg– Santa Barbara

Shenae Grimes wearing theCollection Zipper Skinny inBleach Blue – Los Angeles

Jennifer Aniston wearing theSignature Straight Leg inBeatrice – New York

Claudia Schiffer wearing theJegging in Holywell– London


2010 YEAR IN REVIEW

01

02

03

The Baby Boot

Launch

The Jegging

premieres

HUDSONCollection

Tops premiere

HUDSONCollection

hits the fl oor at Barneys

Spring Ad Images debut in

magazines

Oscar week party with

Vanity Fair at Palihousehollywood

Notable guests

include Kelly Osbourne

Vogue.com features HUDSON Collection

KeiraKnightleyspotted in

the Jegging

SiennaMiller

spotted in the Straight

Leg

ElinNordegrenspotted in

the JeggingNew

Atlanta Showroom

opens


2010 YEAR IN REVIEW

04

05

06

GMJ shot by Mario Sorrenti

in NY for FW10 ad images

Vogue Italia sings the praises of

the HUDSON skinny

Emma Watson

spotted in the cuffed

short

Katy Perry wearing the

Skinny

Nicole Ritchie spotted in the Jean Jacket

Christina Aguilera

spotted in the Flag Skinny

Daisy Lowe blogs about

her daily fashion for Vogue.com

Leigh Lezark spotted in the

SkinnyDenim +

Drinks party at Barneys

NY featuring Collection

Denim + Drinks party at th Colony

in Hollywood – product preview

for bloggers

Coverage of Glastonbury with

Georgia May Jagger

Schmoozing & Boozing LA Market after

party

Featuring HUDSON

four times

SuperStretch debuts


2010 YEAR IN REVIEW

07

08

09

GMJ and Ben meet in LA to collaborate on

HUDSON by GMJ

First Ecommerce photo shoot

First “Capsule”

fashion product

premieres

Jennifer Aniston

wearing the Straight Leg

Barneys features HUDSON

Collection in two mailers

GMJfeatured in W

Magazine

GMJSunday Times

Style Cover

NylonWebsite

Takeover

GMJfeatured in

WWD

HUDSON FW10 Collection featured in

Vogue

Bryan BoySweepstakes

Ecommerce at hudsonjeans.com

launches

Image piece bundled with

Another and V Magazines

Peter and HUDSON

featured in the LA Times

HUDSON shows at Stylemax in Chicago for the

fi rst time

Rihanna spotted in

the Collection Zipper Skinny

Lara Stone spotted inthe Skinny


2010 YEAR IN REVIEW

10

11

12

After Hours Party at Kenmare

NY

HUDSON Nordstrom

& VogueEvent

HUDSON Nordstrom

& VogueSweepstakes

Lisa Kline Event

BlueBee10th

AnniversaryParty

Amanda Seyfried in the Skinny

Editor Previews

NY

Kate Bosworth and

Megan Fox seen carrying

HUDSONtotes

Kate Hudson in the

Signature Bootcut

GMJ named Best Dressed on Vogue.com

GMJ Harper’s Bazaar Cover

Story

Bank on HUDSON

sweepstakes with

Bloomingdale’s

GMJ Covers: Harper’s

Mexico and Vogue Australia

Whowhatwear names GMJ to Best Dressed

List 2010

The Evening Standard names

GMJ one of London’s Most

Infl uential People

HUDSON by GMJ ad image photo shoot

NY

"Behind the Jeans" December 2010

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Transcript of "Behind the Jeans" December 2010