Launched in 1976 Denim Original arrived as one of Europe’s first mass-market male grooming lines positioned as affordable luxury. Inspired by the rugged spirit of American blue jeans, the brand promised the same honest, hard-wearing masculinity in a bottle. The iconic black-and-silver packaging and the bold tagline “For the man who doesn’t have to try too hard” instantly resonated.
The breakthrough scent – citrusy bergamot, herbal clary sage, lavender, and a clean musk-woody base – was created by an in-house team determined to offer something fresher and less heavy than the dominant 1970s power fragrances.
Its cultural footprint is enormous: the splash-on ritual after a haircut is still called “ponerse Denim” in several Spanish-speaking countries. In 2004 it was acquired and made under authority of CODAA SWITZERLAND AG*.
Since 2023, the performance sub-range introduced body and face wash as well as 48 hour deodorant body spray targeting younger, active consumers, while 2026 will have the global roll out of more products under this range.
