SurfStitch has launched its 2021 denim campaign, 'Denim 24/7', backed by a focus on deals for SurfStitch app users.
The business has launched the campaign as new functionality was added to the app this month, including exclusive denim offers for app users.
SurfStitch GM of brand and eCommerce, Dane Patterson said the denim category has become a key focus for the retailer.
"Denim plays an increasingly strategic role for us at SurfStitch, as we become known as the home of one of the largest and deepest denim ranges in the country.
"Cooler days are made for denim – and with 100s of styles in every fit and wash you can imagine, SurfStitch is the go-to for finding the perfect pair," he said.
Meanwhile, the Denim 24/7 campaign puts women front and centre and features SurfStitch ambassador Chloe Chapman and best friend Ellidy (El Vlug).
"For the first time in our history, women take the centre stage in our annual denim campaign as we share the stories of our team, family, designers, models and muses who inspire us," SurfStitch head of buying and design Gabby Bate added.
"[We have] been helping people find their perfect denim match for over 13 years," she said.
To celebrate the launch of Denim 24/7, SurfStitch hosted a pre-release event for special guests at Blow Bar Co (Bronte) in Sydney.
Denim labels featured in the campaign include Levi's, Dr Denim, A Brand, Rollas, Wrangler, Lee and Thrills.