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The Return of Atelier LaDurance

They are back. Well, actually they never left. Atelier LaDurance’s come-back was long awaited for their legion of fans. Now they can be plenty satisfied with the new collection that is already hitting the best denim boutiques in Europe, keeping the same heritage image and that small-atelier feeling that characterizes them.


Some people can define the French brand with an easy “you love it or you hate it”, but what it is crystal clear is that LaDurance is strongly positioned in the European denim map.

For instance, they are winners of the 2005 Sportswear International Fashion Award for best denim collection, 1st place in the 2010 Dieline Award and more, proving that not just the quality of the product is high, but also the brand’s management as well.



They are now celebrating their 10th anniversary. Since 2002 Gerard Backx, the legend behind the brand, is quite happy with success and direction of LaDurance. He took the past 2 years off, as a “hibernation” of sorts for the brand, but they never truly stopped.

He is now working closely with a small team of Dutch designers and denimheads who, together, have vast knowledge and experience with denim retail.


The big square flap pockets, cross stitching, and the vichy pocket lining are just a few of the details that define Atelier LaDurance. Naturally, these details are still present in the new collection and perpetuate the LaDurance essence.


With this new collection Atelier LaDurance finally embraced the tapered fit, but kept the original and comfortable top block as is.

A fine example is the Royston Chino, made from a loomstate 14 oz. Japanese twill. A true classic filled with LaDurance details such as triple stitching, flap pockets and vichy linings.

Photo courtesy of Jeanspaleis.nl

There’s also the Princeton Raw, the king of the new collection, in a 14 oz. Japanese selvedge with tapered fit. Atelier LaDurance is listening to the demands of denim enthusiasts and adapting to current trends.

The Return of Atelier LaDurance

Photo courtesy of Jeansandfashion.com

There are two more pieces to complete the collection. This time something new for LaDurance, prewashed denim. The Royston 11 oz. Japan Blue and the Princeton 11oz. Japan Blue, both in an attractive and eye-catcher electric blue wash.

Also mentioned are a limited run of tapered Prescott and Frontier Pants, a modified and exclusive old stock run of 200 pieces.

A good range of tops, shirts, jackets, T-shirts, and more are in the making as well, all with Gerard Backx’s signature style. Below are a few of the samples which LaDurance are hoping to launch in 2013. Stay tuned for more details.



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