A YOUNGER ATTITUDE. A NEW McGREGOR.

I created Twenty One by McGregor as a younger, denim-driven expression of the McGregor universe. Designed for a new generation, the concept translated the parent brand’s American heritage into something more immediate, energetic and culturally connected—rooted in washed product, youthful layering and an effortlessly lived-in attitude.

Denim became the foundation of the collection, supported by varsity influences, graphic pieces, casual tailoring, knitwear and modern interpretations of collegiate sportswear. Across menswear and womenswear, the line balanced authenticity with experimentation, creating a complete lifestyle proposition for an 18–35-year-old customer.

More than a diffusion line, Twenty One by McGregor was conceived as a distinct brand identity: younger in spirit, expressive in styling and designed to bring McGregor’s heritage into conversation with contemporary youth culture.

Brand Creation · Creative Direction · Denim & Wash Development · Menswear & Womenswear