Starting in July 2014, Danish high street brand Vila (part of the Bestseller Group) will launch a denim line through bricks-and-mortar stores and online. The trendy denim looks, cuts and washes will retain the label’s existing design concept.

Vila will not recreate itself as a pure denim label, but the brand strives to cover the customers need for denim: “So far, Vila had everything in its collections – except the perfect pair of jeans! In the store you can find wonderful styles, but the pair of jeans, adding a certain coolness to the outfit was not available yet. Denim is a premium material, which moves and adjusts. At Vila we want to make it possible for our customers to style themselves with a perfect pair of jeans,” said Vila clothes designer Maibritt Kaa.