There are certain staples we expect from brands that want to sell us jeans: skinny cuts with just the right amount of give, dark denim sewn into straight-leg models, and the kind of selvedge material that only gets better with time. And until today, that was true for almost every brand—except for Abercrombie & Fitch.

On Wednesday, the American retailer—which is undergoing something of an overhaul under the direction of a new generation of leadership—added a handful of new jeans to its offering with a campaign called "True Blues." Aaron Levine, the brand's head of men's design, told GQ that the new trousers are meant to advance Abercrombie's current mission: to become "the ultimate American casual luxury sportswear brand."

So while you'll still be able to buy the brand's destroyed, boot cut jeans, you'll also find versions that have a little added stretch for comfort, a super skinny style you could almost run in, and the kind of rigid selvedge denim for which other brands will willingly charge and arm and a leg. (Many of the new pairs are a reasonable $78; the most expensive new addition is cut from Japanese selvedge and will cost just $160.)

If the jeans are indicative of a new direction, so, too, is the campaign. Instead of the breathless, scantily clad, and lily white models from the brand's advertising past, the new campaign (shot by photographer Matt Jones and styled by Deborah Watson), is fully clothed and highly representative. "There was no other way to do it," Levine said of casting models of all shades. "We didn't even think about it."





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The same goes for toning down the lusty overtones of previous campaigns; True Blues is meant to be a reflection of what's appealing right now. "I think honesty is sexy," the designer said, adding that that meant honesty in design and value. Which is what he's hoping people will recognize as the brand's new persona develops.

"Its going to be like the remake of Batman," Levine said, referencing the 1989 Tim Burton reboot. "It was something comfortable to viewers, but Tim pushed it a little farther, and that's what you are going to see from us. Something authentic to the brand and to the consumer, but it will be refreshing and new."