60 YEARS OF
JEANS JACKETS
In the early 1960s, the Sáez-Merino brothers, Manuel and Joaquín, first heard about a new fabric that was making a name for itself in the USA: the denim.
Having found the right process for creating and dyeing ‘Spanish denim’, LOIS was born in 1962 as one of the first jeans designed and produced in Europe.
Our brand conquered international markets: France, The Netherlands, Germany, Great Britain and Canada became hot spots for expansion.
In the 1970s, women broke with the sexist traditional society. What started out as a trickle of Spanish women entering the labour market turned into a movement which had no turning back.
La mujer liberalizada toma las calles vestida con jeans, minifaldas y shorts de Lois.
In that decade, celebrities such as ABBA, Johan Cruyff, Björn Borg and Rod Stewart wore the brand’s garments.
It happened: Lois became one of the world’s leading jeans brands.
In the 1980s the market was flooded with new brands.
Society decided to export and started consuming foreign products Lois kept on working to stay on top.
Following a time of restructuring within the company, in the early 1990s Lois made a comeback with renewed energy and the enthusiasm that originally brought it to life.
We continued our international expansion, reinforced by a very distinctive quality: our garments are fully designed in Spain, which guarantees the quality and control over the product.
Collection after collection, the brand has proved its rebelliousness and non-conformism, reaching both the public who grew up wearing our garments as well as the youngsters who are attracted by a brand steeped in history. Lois reaps the rewards.
Today, Lois remains positioned as an internationally impactful brand with an extended online ecosystem, offering fashion collections with a broad approach that appeal to people of almost all ages and backgrounds.
