PRPS launches eco-friendly denim and washing technologies

Men’s denim brand PRPS is regaining its footing under the leadership of Matt Atkinson, PRPS president. With a fresh approach and a new team, PRPS is now in a “rebuilding stage” focused on restoring integrity, fine-tuning fits, and expanding its fabrications.

Atkinson “cleaned house” by bringing in new sales and design teams, and the brand has shifted from streetwear back to its denim roots. A Los Angeles-based trio of designers, supported by teams in Hong Kong and New York, is driving this revival, along with sourcing fabrics from a wider range of countries, including Japan, India, Italy, Taiwan, and Turkey.

PRPS’s new collections are bringing in fresh styles, including shearling jackets, knits, leather, and jacquard fabrics for fall and holiday seasons. While straight-leg jeans dominate, relaxed and baggier styles are gaining traction, such as the Barracuda fit, a fan-favorite from PRPS’s archives.

In addition to new styles, PRPS has elevated its T-shirt offerings by moving to a heavier fabric and more oversized, boxier silhouettes. A sustainable basics line has been launched, featuring jeans made with recycled denim and eco-friendly washing technologies from Jeanologia, along with apple skin labels and biodegradable packaging.