John Richmond and the untamable DNA of a modern look

John Richmond, synonymous with bold and rebellious fashion, evolves with an innovative vision aimed at a young and nonconformist audience. Famous for its rock and provocative style, the brand is now transforming its iconic heritage into a new and exciting chapter. At the heart of this evolution is the RICH denim, a distinctive symbol of the brand's identity and a pillar of '90s and 2000s fashion. In late 2000, a close friend of the designer, the famous musician and photographer Bryan Adams, suggested shooting the lookbook for the 'Richmond X' collection. The designer agreed, convinced it would bring something unique. In addition to the lookbook, the idea was to create an image for the new 'Baggy' jeans from the collection, focusing on a bold and provocative concept: a shirtless, tattooed guy standing between the legs of a girl, her hands on him. But something was still missing to make it truly memorable. The idea came when an assistant suggested writing something on the back of the jeans. After various attempts, the ‘RICH’ logo was born, which turned out to be not only a perfect abbreviation of the name of the brand but also a powerful double entendre. That first pair of hand-painted jeans became a symbol of the Fall/Winter 2001 collection and helped define the brand's provocative aesthetic, with the ‘RICH’ logo soon becoming iconic.

Today, John Richmond revives this iconic symbol with the “MAKE IT RICH” project, an initiative that combines art, fashion, and personalization. The idea behind the project is to give new life to denim, involving both artists and consumers in the creation of unique garments. Artists such as Davide Vavalà, Agata Panucci, and the collective LRP Laboratorio Riciclo Pelle were invited to reinterpret the “Rich” logo through painting, graphics, patches, and embroidery, transforming each piece into a work of art. But the project doesn’t stop there: the public is also invited to participate actively. Anyone can bring a pair of jeans, from any brand, or choose a model from the John Richmond collection, to customize it with the ultra-recognizable logo. Each garment is thus transformed into a unique piece, thanks to the addition of details like vibrant colors, original stitching, and custom-made applications. The debut of “MAKE IT RICH” took place during Milan Fashion Week, where friends of the brand got a preview of the creations, while the public had the opportunity to take part in a customization session at the flagship store on Via Ponte Vetero. An experience that not only celebrates the creative spirit of John Richmond but also the idea of giving new life to denim, turning it into something personal and constantly evolving.