Denim pioneer John Richmond is making a comeback, entering a new chapter while expanding on its rock ‘n roll-style offerings made famous in the 1990s. RICH denim’s statement-making capabilities are being reintroduced to Gen-Z markets, promoting intimate storytelling alongside artists Davide Vavalà, Agata Panucci, and LRP Laboratorio Riciclo Pelle.

John Richmond’s “MAKE IT RICH” project invites three emerging artists to customize its classic denim bottoms, reinventing the brand’s logo with bespoke paint and embroidery. “MAKE IT RICH” is packed with creative expression, utilizing staple blue jeans as a blank canvas.

Italian TikTok star Davide Vavalà covers his pair in abstract shapes with dynamic “RICH” lettering at the rear while creative footwear designer Agata Panucci bedazzles her pair in glistening crystals. Finally, artisanal label LRP Laboratorio Riciclo Pelle reimagines the John Richmond logo with bolted plaques to enhance his denim.

Take a closer look at John Richmond’s “MAKE IT RICH” project in the gallery above.