C17 Jeans

C17 Jeans began in 1972 in Castelnaudary, southern France, founded by André Desseilles. It started as a denim-wear label and rose through the 1970s and 1980s to become one of Europe's top jeans brands. At its peak it sold up to three million pairs a year, making it the continent's second biggest jeans brand after Levi's. The range grew to include shirts, jackets and other denimwear, with looser fits that suited '80s and '90s youth fashion. Shifting market dynamics in the late 1990s led to decline, and the brand disappeared from many markets. In 2019 it came back under licence to Stuarts London, with an Autumn/Winter 2019 collection nodding to its 1990s archives and bringing back relaxed fits and heritage denim.