DL1961 Premium Denim

Identity Program


DL1961 jeans are made using a fabric technology called XFIT LYCRA®, making them super flexible and comfortable. Because of this, the brand continues to grow in popularity.

I designed their identity program, consisting of two elements that can be used either together or separately, depending on the application: the swash “DL” trademark appears by itself on garments, while the “DL1961” logotype is used on printed and business materials. I created the company's stationery, labels, and original hang-tag design. The swash “DL” pocket design I created is still in use today.

The jeans are available in 30 countries and 1,500 specialty stores worldwide, including Bloomingdale’s, Neiman Marcus, Nordstrom, and Saks.




Creative Director
Tony Bartolucci

Tony Bartolucci

Ian Cuttler