The iconic Italian fashion brand Ball, which redefined denim in the 1970s, is making a strong comeback with an extensive relaunch in January 2024. DK Company has acquired the brand, and TØJ has interviewed CEO Kasper Philipsen in this regard.

 

Can you tell us about the history of Ball and the significance the brand has had since its launch in 1974?

The brand was founded in 1974 in Rimini, Italy, by Aldo Ciavatta and marked the beginning of a new era in jeans and denim as fashion items. The brand introduced the ‘stonewash’ concept and offered better fit and comfort. Denim products also became an integral part of fashion. Aldo Ciavatta revolutionised product development with inspiration from the American dream. He interpreted and developed products in innovative ways and introduced ‘quirky’ details, giving the clothing its unique character. Both aspects have since been an integral part of all products throughout the brand’s history. Ball had great success in its home country and defined the fashion of the 1970s and 1980s with colourful oversized sweatshirts and logo T-shirts complemented by perfectly fitting jeans to complete the look.

The brand gained a strong foothold in the market with these very recognizable products, especially jeans with the iconic double closure at the zipper. The various styles were sold throughout Europe, making Ball a market leader in Italy, Southern Europe, Germany, Belgium, the Netherlands and especially in Scandinavia, where the brand is currently based. Although the original owner closed the business in 1989, sales continued through licensed production in Germany, Belgium and Scandinavia until 1998. In 2021, a Danish woman initiated a relaunch and reacquired the brand’s global rights. The primary focus was to revive the iconic sweatshirt.

 

What inspired DK Company to decide to buy and relaunch Ball?

We have tremendous respect for the brand’s history, not least because of its prominent market position. We are convinced that by delving into the products and taking care of the strong brand and the product values that historically defined the brand, we can recreate its former market position. There are not many brands that manage to maintain such a strong appeal among customers after 50 years. We have full confidence that Ball still has the irresistible charm that we are excited to show our customers. The demand has already been significant, and we look forward to presenting a complete Ball collection for AW 2024.

 

 

What considerations did you make in connection with the relaunch of Ball?

We have drawn inspiration from the brand’s strong product history and interpreted the products in a contemporary context. Our primary focus is on European factories. We produce jeans in Italian factories, some of which have a historical connection to Ball’s production in the 1970s and 1980s. T-shirts, sweatshirts and knitwear will mainly be produced in Italy and Portugal.

 

Will some of the original styles be included in the new collections?

Yes, we will present a wide range of interpretations and innovations of styles based on Ball’s original looks. We have worked a lot with stonewash jeans and sweatshirts, where there is a direct line to the recognisable Ball products. The logo will also be visible on many of the products, and we are happy to bring the brand’s unique character to the fore again in our 2024 collection.

 

What characterises the relaunched Ball brand, and who is the target audience?

In our initial launch, we focus on styles for women. We cater to conscious consumers who value quality and style. The products are long-lasting with recognisable shapes and fits. We aim to create a strong style for today’s women. We hope the products’ diversity and recognizability will create loyalty that resonates with consumers regardless of age and residence. We position ourselves with a price and quality level that follows the brand’s historical price levels.

We work with luxurious qualities and materials and are extra careful with the products’ washing and execution. We focus on delivering products where customers get great value for money, without the products being the cheapest on the shelf.

 

What expectations do you have for the future of Ball after the relaunch?

We expect a strong positioning with a focus on denim and jeans. We plan to relaunch the brand and distribute it throughout most of Europe right from the first season. We will continue to work with a focus on attractive retailers, who have already shown great loyalty to the brand.