Beyond Basic: It’s Basic Redefines Denim at MAGIC Show
What happens when a family-run denim company with over two decades of experience decides to push the boundaries of what denim can be? You get It’s Basic, a brand that proves its name is anything but a reflection of its creativity. Visit itsbasic.com
to learn more about It’s Basic's groundbreaking developments in fashion-forward denim production and private label manufacturing.
The Innovation Journey
With 24 years of denim mastery under their belt, It’s Basic showed up at MAGIC Show ready to make a statement and they did. While the brand name might suggest simplicity, their design approach is anything but.
From intricate stitching and custom textures to boundary-pushing washes and silhouettes, It’s Basic plays with denim like it’s a canvas. “Even if our brand is It’s Basic, the things we are doing are not basic things,” they explained and it shows. Their expansive collection is constantly evolving, thanks to a globe-trotting design team that spends 365 days a year gathering fresh inspiration and trends to infuse into their work.
Whether you’re a brand looking for private label denim or a buyer searching for unique pieces that stand out in a crowded market, It’s Basic brings innovation with intention.
Impact & Vision
As a family-run organization, It’s Basic blends traditional craftsmanship with modern-day edge. They manage the entire production process in-house, from concept to final product, giving them complete control over quality and creativity.
“We have our own factory. We produce our own brand, and also private labels,” they shared. This dual capability makes them a powerful partner for both established brands and emerging labels looking to launch high-quality denim lines without compromising on design.
Their debut at MAGIC Show marked a major milestone, as they received overwhelmingly positive attention from industry insiders. “The attention that people are paying to our brand is kind of huge happiness for us,” they added, reflecting on the buzz surrounding their booth.
Behind the Technology
Denim isn’t just fabric to this team, it’s their profession, passion, and playground. Every detail, from fabric sourcing to finish, is part of a deliberate process. Their design team doesn't just follow trends, they discover and define them, traveling the world to bring fresh influence into each new collection.
Because they control their own manufacturing, It’s Basic can experiment with wash techniques, cuts, hardware, and materials in ways that many others can’t. The result? A line of denim that fuses high-fashion creativity with reliable production standards.
Our Perspective
There’s something special about a company that knows its roots and still dares to innovate. It’s Basic strikes a rare balance, bringing decades of experience while staying fresh and agile in a fast-moving fashion landscape.
We’re particularly excited about their ability to offer private label solutions at the same quality and creativity level as their own brand. It opens up huge opportunities for collaboration and customized design at scale. If there’s an area to push further, it may be in telling their brand story even louder, because the work speaks volumes, and the story deserves a spotlight.
Future Outlook & Final Thoughts
With their first MAGIC Show under their belt and a vibrant reaction from attendees, the future looks strong for It’s Basic. As they continue to blend artisanal skill with global trend insights, they’re poised to expand their influence well beyond Europe and into broader markets.
Their commitment to quality, creativity, and collaboration makes them a brand to watch, not just in denim, but in how legacy and innovation can thrive together.
Connect & Learn More
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