Edwin Taps Into the Beyoncé-Approved Cowboy Trend

Newly relaunched Edwin USA dropped a limited collection of women’s jeans and tops inspired by cowgirl culture and California’s ranch lifestyle.

Denim Brands Get Into the Olympic Spirit

“The Western Capsule embodies the sophisticated grittiness of the West—it’s sexy, beautiful, and authentic, just like the pioneering cowgirls who lead the charge,” said Suzanne Shpall, Edwin’s new brand director.

The collection includes the Lark Ankle Boot Cut Jean, a mid-rise bootcut available in a soft eggshell colorway; the Elin Slim Straight Jean, a mid-rise, straight leg style that is cropped at the ankle; and the Cai Short, a relaxed, vintage-inspired cutoff style.

All pieces are adorned with a delicate desert flower embroidery design, “a nod to the California natives that grow wild and free,” the brand stated.

Edwin also released several tops including a button-down denim shirt, a long-sleeve Henley and a range of vintage-inspired cotton T-shirts and tanks.

Edwin’s strategy to drop curated denim capsules throughout the year allows the brand to capitalize on current trends including the piping-hot Western aesthetic . Spurred by the demand for cowboy boots and hats and amplified by rodeo-themed runway collections, equine-inspired fashion editorials and the release of Beyoncé’s “Cowboy Carter,” the ranch lifestyle has a strong grip on fashion and especially denim.

Denim Brands Navigate the Western Trend

7 For All Mankind and AG have recently revisited bootcut styles . Levi’s centered its 2024 Pride collection on rodeo culture and Wrangler is gearing up for the launch of its collaboration with Grammy Award-winning country artist Lainey Wilson .

The Western way is also near and dear to Shpall. “As a cowgirl who grew up in Colorado and California, I’ve always felt a deep connection to nature and the land,” she said. “This capsule is a celebration of that heritage, honoring the past while charting the future.”

With roots that go back to the 1970s, Edwin USA relaunched in May with a Spring/Summer 2024 collection of core silhouettes and a workwear capsule.

The brand’s jeans are responsibly manufactured by Saitex USA in Los Angeles and, on average, consume 69 percent less energy than the industry standard and use 98 percent less water compared to traditional dyeing and washing methods.

Universal Language: Denim Street Style