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 DirectorTony Bartolucci