Danish clothing company Bestseller is set to launch a new denim line targeted at a young, female demographic later in 2021.

Reportedly created as a womenswear version of the enterprise’s Jack & Jones denim label, the new brand is set to be trend-led, in addition to being aimed at supplying young women with denim basics. 

JJXX is named after both the “unknown” (XX often being a placeholder) and the female sex (classically, XX denotes femaleness), which, the brand said, will enable it to offer a “space for potential and opportunity”.  

The nascent company will begin taking wholesale orders on May 1 and, according to its Instagram profile, will officially launch in October. 

Image: JJXX via Instagram. 

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