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Crafted in Denim | River Island

Post pandemic, the spirit of re-invention is in the air. You can be anything you want to be. We will champion those following their passions; entrepreneurs, those who have turned a hobby into career.


The stars of our campaign are influencers in their own right, all doing something special in their field. RI denim is the back-drop to their lives.

From carpenters to musicians, they are all crafting something special in their field, with River Island denim by their side. 

 It's safe to say that jeans were on a bit of a hiatus. But they’re back, now working harder than ever. All the cotton in River Island’s jeans is now responsibly sourced, as they work towards a sustainable future for denim. This season's collection is a blank canvas, a chance for you to be creative. What will you do in your denim?