“Prints are everywhere, so we wanted to find a new technique that would allow us to be more aspirational and forward,” Hudson creative director Ben Taverniti told Style.com. Enter the label’s new Photoreal range of digitally printed denim that Taverniti and his team like to think of as more of a treatment than a print. The jeans feature vibrant patterns that are actually photos that have been manipulated in Photoshop to look like a wash. There’s a variety of styles, including a magenta and pale blue ombré floral, a tropical forest landscape (taken by Taverniti’s mom), and a busy London-at-night scene, snapped by Taverniti himself. “We always try to have something from the U.K. in the collection,” said Taverniti. “It’s a good way to keep the roots of the company in mind.” As for the future of Photoreal denim, Taverniti is already working on some new variations for Fall. But for now, the Spring collection ($218) will be available at www.hudsonjeans.com on February 28.
—Jessica Minkoff
Photos: Courtesy of Hudson
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