The Comeback Story of the Iconic 90s Denim Brand Frog Jeans

The History of Frog Jeans

Frog jeans have been around since the 1990s, when the brand was founded in France. The jeans got their name from the small embroidered frog that was placed on the back pocket of every pair. This little frog became an iconic symbol of the brand.

The founder of Frog Jeans, François Girbaud, wanted to create a denim line that was stylish and affordable. He toured American flea markets looking for vintage jeans to study their fits and washes. Using this inspiration, he designed jeans that had a vintage look but with modern fits. The first Frog Jeans debuted in 1992.

The Rise of Frog Jeans in the 90s

In the 1990s, Frog Jeans quickly gained popularity for their relaxed fits and use of high quality denim. The brand stood out in a decade dominated by designers like Calvin Klein and Tommy Hilfiger.

Frog Jeans were especially popular among hip hop artists and rappers in the 90s. Artists like Tupac, Snoop Dogg, and members of Wu-Tang Clan all wore Frog Jeans in their music videos and performances. This cemented the brand's streetwear reputation.

The jeans were also loved for being comfortable, durable, and affordable. While other designer denim brands were pricing their jeans at $100 or more, Frog Jeans retailed for around $50-60. This made them accessible to a wider demographic.

The Signature Frog Emblem

The little embroidered frog on the back pocket proved to be a brilliant marketing move. Having this consistent emblem on every pair of jeans created strong brand recognition. The cute frog became synonymous with the brand.

Some speculate that Girbaud chose the frog logo because in French the word for frog - "la grenouille" - sounds similar to the word for someone from the south of France - "un Marseillais." Since the jeans were designed in Marseille, the frog was an apt mascot.

The frog was often personalized or altered by wearers to put their own spin on the jeans. It wasn't uncommon to see frogs with tattoos, graffiti writing, or wearing different outfits. The customizable frog set Frog Jeans apart from other brands.

The Later Years and Acquisition

By the late 90s and early 2000s, Frog Jeans began to lose some momentum. As denim trends shifted, the brand struggled to maintain relevance. They tried introducing new fits and washes but none achieved the same popularity as the vintage-inspired 90s styles.

In 2003, Frog Jeans was bought out by one of its longtime competitors - Paris Blues. This acquisition was ironic considering how distinctly different the two brands were in the 90s. Paris Blues jeans were known for their embellished back pockets while Frog Jeans were recognized by the embroidered frog.

Under new ownership, Frog Jeans continued producing updated versions of their classic jeans. But the brand never regained the cult following it had in its heyday. Eventually Paris Blues discontinued the Frog Jeans line altogether in the late 2000s.

The Comeback of Frog Jeans

After over a decade of being off the market, Frog Jeans made a surprise comeback in 2019. Two French entrepreneurs, Aude Amzallag and Marine Lefebvre, revived the brand and relaunched it for a new generation.

To generate buzz, Frog Jeans collaborated with some vintage fashion collectors to recreate archives pieces. Their first capsule collection included perfect reproductions of 90s Frog Jeans in their iconic loose and baggy fits.

They also brought back the famous frog emblem, keeping the logo placement and design exactly the same. Leaning heavily into 90s fashion nostalgia helped reboot interest in the heritage brand.

Frog Jeans for the Instagram Age

For their ongoing collections, Frog Jeans has updated the fits and washes to attract both Gen Z and millennial shoppers. While staying true to their roots, they now offer slimmer and stretchier jeans that are on-trend today.

The brand has a strong Instagram presence which they use to spotlight their jeans on influencers and everyday customers. User-generated content helps make the brand feel authentic and organic.

Frog Jeans hosts design contests where people can submit customized frogs and vote on their favorites. This engages followers and breathes new life into the iconic frog emblem.

The Future of the Brand

While only a few years into its comeback, Frog Jeans is seeing impressive growth and popularity. By tapping into denim trends like baggy fits and Y2K style, the brand feels current again.

Moving forward, expanding their clothing offerings could help Frog Jeans evolve beyond just a denim company. Their brand recognition and heritage story gives them permission to extend into new categories like t-shirts, jackets, and accessories.

It will be exciting to see what the next chapter holds for this nostalgic 90s brand. With their strong branding and engaged community, Frog Jeans has the potential for an even bigger revival. As long as the little frog keeps hopping along, so will this iconic denim label.

FAQs

Where are Frog Jeans made?

Frog Jeans were originally designed and manufactured in France. The brand was founded in Marseille in the 1990s. When the brand relaunched in 2019, production remained in France to maintain their heritage.

Why are they called Frog Jeans?

Frog Jeans get their name from the small embroidered frog placed on the back pocket of every pair. This frog logo became a signature emblem of the brand in the 1990s.

What fit are Frog Jeans known for?

In the 1990s, Frog Jeans were known for straight leg and loose fitting jeans. When the brand relaunched, they introduced slimmer fits but still offer loose vintage-inspired styles.

Where can you buy Frog Jeans?

Frog Jeans are sold online through their official website frogjeans.com. They also partner with some select clothing boutiques and vintage shops to carry the jeans.

How much do Frog Jeans cost?

Frog Jeans today retail for $100 - $150 per pair. This positions them as a premium denim brand, more expensive than their sub $100 price point in the 1990s.