Jesus Jeans, “He who loves me follow me”

Jesus JeansJesus Jeans advertising

The first Italian brand that produces jeans, founded in 1971. The brand quickly became popular thanks to the breakthrough advertising created by Oliviero Toscani and Emanuele Pirella. In fact, the jeans are advertised by the unforgettable slogans “Who loves me, follow me” and “Thou shalt not have any other jeans but me”. These marked a turning point in the history of communication and caused sociologists, religious and jurists to discuss, among lawsuits and an excommunication.

At the end of the eighties, after Maurizio Vitale’s death, the production of “Jesus” ceased due to the decision of the parent company MCT which, in January 1994, declared bankruptcy.

In October 1994 the corporate properties of Maglificio Calzificio Torinese were auctioned and acquired, for the sum of 21 billion lire, by the entrepreneur Marco Boglione who therefore also became the owner of the Jesus Jeans brands, Kappa and Robe di Kappa, with which he founded the BasicNet group.

On the 25th of December 2000, Boglione officially re-founded the brand and initially maintained a niche commercial activity until 2011, when the brand was relaunched on the market with a fashion show at Pitti Palace in Florence.

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