Detroit Denim Company

Detroit Denim Company started decades ago with a sewing machine and one man’s interest in making things and altering his own jeans. Since their launch, Detroit Denim has scaled from the early days at Ponyride in Corktown to their own factory and flagship retail store in beautiful Rivertown. Detroit Denim Co. jeans use the finest quality components, all sourced from American companies, handmade in Detroit, by Detroiters – to refute the myth that it’s impossible to create a sustainable jeans business domestically. And to help diversify the manufacturing base of Detroit, by producing a line of men’s jeans like no other.

We worked with Detroit Denim to mature their brand, while honoring their heritage with a custom sewing machine mark, a traditional indigo, red and hunter palette, and sturdy transitional type pairing that are informed by the product and environment. We expanded the brand with a full image and text campaign around their five ready-to-wear cuts of men’s jeans, in addition to in-store environmental design, tagging, and merchandising for the flagship boutique and factory. The work was capped off by a custom-themed Shopify site featuring the new branding, image campaign and a comprehensive online store.



Retail, Fashion, Maker


Branding/Identity, Art Direction, Environmental, Web, Print, Packaging

Detroit Denim Letterpress Business Cards

Project Credits

Branding & Creative Direction
Joshua Smith
Lisa Nettler
The Utmost Group, Chris Grindem
Ware MFG, Paul Karas
CBS Ink, Chad B. Stilson