Brand Activation
JCPenney Arizona Jean Co.:
Leaning Into the Jeans Culture
Client
JCPenney Arizona Jean Co.
Capability
Brand, Digital, Environments, Film & Motion, Print/Marketing, Naming/Identity
Category
Retail, Fashion
DOUBLE-DIGIT sales growth within one of the world’s toughest categories: jeans.
Denim has been understood to stand for something larger about the American spirit: for rugged individualism, informality and a classless respect for hard work.

A State of Denim

Arizona Jean Co. is JCPenney’s premier private label brand. But over time, it had lost touch with a younger audience and needed to re-establish its relevance in the highly competitive jeans category.

Thorburn made Arizona Jean Co. code for freedom and independence, celebrating a jeans-forever culture and the youthful quest for individualism.

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