From humble beginings in 1962 in Valencia, Spain, where Lois began as a workwear brand, they quickly went on to become the first European denim brand.
Still made in Spain today, the brand took inspiration from the bigger American denim firms with brothers brothers Joaquin and Manuel Saez Merino keen to put their own Spanish touch to their garments. They started creating denim workwear from fabric woven on their own looms and this soon made them a global phenomenom.
By the 70s popular sports figures such as the late Johan Cruyff, tennis superstar Bjorn Borg were regularly seen wearing the brand.
Then came the 80s, when the popular "casuals" football sub-culture surfuced and early adopters to this scene began wearing the classic Lois cords and sun bleached jeans with their adidas or Puma trainers. As this trend grew, dressers were seen wearing the big logo t-shirts and cord jackets, and to this day casuals still hold this brand close to their heart as their first memories of the casual movement.
We're proud to become a Lois jeans stockist and you can find a selection of the brands cords and jeans online here.
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