River Island | Crafted in Denim

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.A man wearing a denim jacket over a layer of tshirts, he is surrounded by and holding flowers. 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.

A woman wearing dark jeans and a pink crop cardigan.

From carpenters to musicians, they are all crafting something special in their field, with River Island denim by their side. Agustina Ruiz, keytar player of Los Bitchos, loves her ‘70s inspired Flares.

A model wearing flared blue jeans and a colourful top.

Grifton the Jazz musician channels individuality via his Relaxed Patch Skinny Jeans.

A man wearing jeans and a baseball jacket holding a trumpet.

Rosie carries out acts of kindness in the standout embroidered floral jeans. 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?

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