AG will partner with the historic Napa Valley vineyard Stony Hill on a collection inspired by California’s wine culture.
The co-branded capsule, the campaign for which was shot on the vineyard’s 168-acre property in Saint Helena, Calif., is centered around premium Japanese selvedge denim for men and women. The collection features an aged weft inspired by the soil of the vineyard, uses wine-colored threads and includes a cork back patch instead of the traditional leather as a nod to winemaking.
“I always start with something deeply rooted in California culture and lifestyle,” said Charles Sands, creative director at AG. “The idea of Napa Valley came naturally, the parallels between wine and denim felt effortless. Both are an expression of a place and something that refines as it ages.”
Carlton McCoy, chief executive officer and managing partner of Lawrence Wine Estates, which owns Stony Hill, added: “I’ve worn AG Jeans for years and knew it as a company that prioritized quality and timelessness. These values are pillars to our work as well.”
Founded in the 1940s on the slopes of Spring Mountain, Stony Hill Vineyard has long been recognized for its restrained, terroir-driven wines.
Sands said the capsule was designed to offer pieces that “like wine, get better with age.”
He continued: “We are focused on speaking to our customers’ lives, confident, timeless and sophisticated. A weekend retreat to Napa Valley and Stony Hill fits naturally into that world, always in a pair of jeans.”
The collection will be available to purchase on the AG website beginning on Thursday and prices will range from $68 to $425.
