Untuckit Enters Denim: The Shirt Brand That Went Untucked Now Wants Your Jeans
Untuckit, the American menswear brand built on shirts designed to be worn untucked, has launched its first collection of men's jeans.
The debut denim line features slim straight jeans in three washes — dark, light and rinse — sized 30 to 40 and priced at $148 a pair. They are available at the company's stores and online across the U.S., Canada and the U.K. WWD.
The jeans are made from indigo denim woven in a three-by-one twill — a diagonal weave that gives the fabric its familiar diagonal ridges and durability. They come with double-reinforced pockets and custom hardware, and are designed to wear in naturally over time rather than arriving pre-distressed. Untuckit's own denim page pitches the light wash as "faded where they should be, clean where it counts" and "weekend ready, but still sharp enough for dinner" Untuckit.
Cofounder Chris Riccobono framed the move as a natural extension of the brand's original logic. "We saw the same opportunity in denim as in shirts: restore the fit, bring back real cotton, and make it simple again," he said WWD. The cut is intended to sit between skinny and relaxed — a clean, polished fit designed to pair with the brand's existing range of shirts, polos, sweaters, jackets and outerwear.
Riccobono and Aaron Sanandres founded Untuckit in 2011 with a narrow proposition: a shirt cut short enough to be worn untucked but tailored enough to look intentional. The company now operates more than 80 stores across the U.S., Canada and the U.K., and has expanded into womenswear and other men's categories. The brand entered the U.K. market with two London store openings in Covent Garden and Westfield London Untuckit.
The path to denim has been gradual. As far back as 2017, Untuckit signalled plans to follow a children's collection with men's trousers WWD. The brand has since collaborated with independent designer David Hart on a capsule collection in 2023 WWD and continued a steady U.S. store rollout through 2024 WWD.
The company weathered the pandemic like most of retail, but Riccobono reported a sales rebound as restrictions lifted WWD. He has also branched beyond Untuckit, cofounding the athletic label Greatness Wins with Derek Jeter, Wayne Gretzky and Misty Copeland in 2022 WWD.
What makes the denim launch worth watching is the price positioning. At $148, Untuckit is placing its jeans in the crowded mid-premium band where Levi's, AG and Diesel all compete. The brand's advantage, if it holds, is an existing customer base that already buys its shirts — and now has a matching pair of trousers offered on the same shelf.
