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34 Heritage

For the first time in history, people are beginning to view aging as attractive. The power of listening enables brands to build up data about their audience through behavior monitoring. Still, marketing experimentation coupled with the consumer response that is product generated, remains deeply revealing. For years Ardie Ulukaya has been the creative tour-de-force behind 34 Heritage denim. Although he maintains his position as SVP at Mavi Jeans, he is still the ultimate arbiter of denims stretch and comfort and style for men 40 and older. In order to understand 34 Heritage is to understand a reverse-positioned brand. You see, 34 Heritage has positively made a well thought out decision to defy the up-trend in a category which consumers expect to augment. Reverse brands are unapologetically stubborn and speak with forthright conviction.

Travis denim jacket
Travis denim jacket 34 HERITAGE
As many jean brands compete for the same trending business, 34 Heritage takes a separate path. What Ardie did was add a generous dose of extravagance and cool for a market that was all but forgotten about when it comes to denim. You see the beauty of the breakaway business is that if studied correctly, it will lead the consumer to a familiar place. In the case of 34 Heritage, the familiar place was men over 40 years with a mindset out in looking good and relevant, the latter certainly opening doors and special opportunities. Look, the aging process on all of us will take those jeans that once looked great on you, all of a sudden seem as dated as your Prince albums. I am often asked by consumers “What shall I do with my old wardrobe?” and my response is simple; Donate it or throw it out. The latter being the better option as there is almost no-one on the planet who wants to wear your old worn out jeans from 2009. My point is; styles change and bodies change.

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Cool Slim Leg Jeans in Black Vintage Comfort

34 Heritage
$198.00
This black wash jean is tailored with a mid-rise and a tapered leg from the knee down for a contemporary slim fit. Designed with an ultra-soft cotton blend,...
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Cool Slim Leg Pants in Taupe Diagonal

34 Heritage
$218.00
This tapered, mid-rise pant is a bold and stylish option in a fashionable wash that’s easily dressed up or down. The surprisingly lightweight fabric distinguishes itself...
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Cool Tapered Leg in Mid Organic

34 Heritage
$198.00
This jean from our Eco-friendly Sustainability Collection is where style, sustainability, and comfort all meet. Made from organic Turkish cotton, these are blended with 5%...
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Cool Tapered Leg Jeans in Dark Soft

34 Heritage
$198.00
We designed these timeless indigo jeans with maximum comfort in mind while maintaining a refined and confident appearance. Cut from selvedge-inspired denim, the premium fabrication...
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Cool Tapered Leg Jeans In Rinse Sporty

34 Heritage
$198.00
Staying calm, cool, and collected has never been easier in this pair of dark-wash jeans made from stretch denim with sweat-wicking technology. The THERMACOOL fabrication...
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Courage Straight Leg Denim In Dark Structure Sporty

34 Heritage
$198.00
We call these our ultimate travel pants because their upscale, refined appearance is disguising an ultra-flexible and lightweight fabrication that’s made to move wherever you...
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Courage Straight Leg Jeans In Dark Urban

34 Heritage
$198.00
This upscale denim is the result of designing with quality and comfort in mind. Cut from sustainable Tencel that has superior stretch, shape retention, and...
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Courage Straight Leg Pants in Dark Green Twill

34 Heritage
$198.00
This versatile pant combines the most luxurious, thick fabric with an engineered, mid-rise fit for an extremely lightweight and comfortable wear. The progressive color and...
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Torino Ritz is a leading fashion store for men in the BC Interior. Here you will find the latest hip fashions from around the world first. We specialize in bringing most recent styles made of luxurious and comfortable fabrics for those who demand the best.

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