Benetton reintroduces Jean’s West - insidedenim: Glo InsideDenim

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Benetton reintroduces Jean’s West

13/03/2026
Benetton reintroduces Jean’s West
Looking to tap denim’s growing presence in ready-to-wear, Benetton is relaunching its cowboy-inspired denim label Jean’s West, first introduced in 1974. The Treviso-based group believes that its unique positioning, which draws on Far West aesthetics, authentic details and materials that tell timeless stories, resonates with today’s consumers. 

It is offering jeans in three washes — rinse, light and vintage — in bootcut, regular and carpenter styles for men, and wide, bootcut and cropped with turn-up for women. It also offers a light-wash denim shirt dress and a panelled skirt with double stitching for women. Two traditional jean jackets and a denim-rinse trench coat are part of the ‘transversal’ line-up. 

Photo courtesy of Jean’s West / Benetton

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