Founded 1968
Calvin Klein
From minimalist fashion to global lifestyle brand
Calvin Klein began as a small coat shop in New York City. It became famous for its minimalist designs and provocative advertising in the 1980s. After facing decline in the 2000s, its revival came through repositioning as a premium lifestyle brand and focusing on sustainability.
Key Insights from the Revival
- →Authenticity played a crucial role in the brand's comeback
- →Strategic collaborations helped reposition the brand for a new generation
- →Cultural timing was essential to the brand's resurgence
Brand Evolution Timeline— Drag or use ← → keys to explore
1968
Founded
Calvin Klein opens New York shop
1980
Jeans Revolution
Iconic jeans campaign with Brooke Shields
1990
Obsession
Provocative fragrance campaign
2000s
Decline
Brand dilution and market challenges
2018
Raf Simons
Creative director appointment
2022
Sustainable Future
Carbon-neutral production by 2030