MAKE IT RICH by John Richmond

John Richmond’s “MAKE IT RICH” Project Promotes Creative Expression

John Richmond, synonymous with bold, rebellious fashion, is making a powerful statement with a fresh vision aimed at a younger, non-conformist audience. Known for its rock inspired style and edgy attitude, the brand is now channeling its iconic heritage into an exciting new chapter.

At the heart of this evolution is RICH denim, a defining symbol of John Richmond’s identity and a staple of ’90s and 2000s fashion. Today, the brand reinvents this legacy with a modern twist, crafting a story that resonates with a new generation eager to embrace its bold, rebellious spirit.

The “MAKE IT RICH” project combines artistic creativity with consumer engagement. Featuring artists like Davide Vavalà, Agata Panucci, and LRP Laboratorio Riciclo Pelle, the project invites these talents to reinterpret the iconic “Rich” logo using painting, graphics, patches, and embroidery. Consumers are also encouraged to participate by bringing their own denim—regardless of brand— or selecting jeans from the John Richmond collection to be customized. Each customization transforms the “Rich” logo into a personalized design, allowing individuals to express their style through bold colors, intricate stitching, or unique appliqué.

Debuting during Milan Fashion Week, the project will feature in-store customization corners at the flagship store on Via Ponte Vetero, where consumers can have their denim transformed. This hands-on experience will also soon be available online, inviting a broader audience to join the creative journey.

Through this innovative project, “MAKE IT RICH” unites artists and consumers, blending the brand’s iconic heritage with personal expression in a fresh, dynamic way.

Credits: © Courtesy of LADISACOMMUNICATION