THE JEAN OF TOMORROW

In honor of Earth Day 2024, AG Jeans highlights its “Jean of Tomorrow” line — what they call “completely circular denim.” Turning old jeans into new jeans, AG partners with a denim mill specializing in transforming post-consumer materials to new fabrications. The result? An ambitiously eco-forward jean made from 95% recycled materials. In 2024, AG aims to push denim innovation and fashion sustainability even further.

Our spot highlights the brand’s eco-line in an abstract way, evoking a feeling of renewal and rebirth in the viewer. Steeped in naturalistic imagery, the spot transforms the industrial nature of AG’s recycling process into a dizzying montage of extreme close-ups, beautiful textures, and dream-like imagery.