When Calvin Klein founded his eponymous brand in 1968, he began with a modest coat shop in New York City's York Hotel. With an initial investment of $10,000, this young fashion school graduate couldn't have imagined he was laying the foundation for what would become one of the world's most recognizable fashion empires. The brand's rapid ascent began when Klein's modern, minimalist coats caught the attention of a Bonwit Teller buyer, launching his first major department store account.
Redefining American Fashion
Throughout the 1970s, Calvin Klein expanded into sportswear, dresses, and iconic blue jeans that would become cultural phenomena. His clean-lined, sophisticated designs offered a fresh alternative to the busy patterns and complicated silhouettes dominating fashion at the time. The brand's breakthrough moment arrived in 1980 with the legendary Brooke Shields jeans commercial featuring the provocative line: "You wanna know what comes between me and my Calvins? Nothing." This marketing campaign generated controversy but skyrocketed brand awareness, cementing Calvin Klein as a household name.
The Scent of Success
In 1985, Calvin Klein launched Obsession, the first of many groundbreaking fragrances that would revolutionize the perfume industry. The sensual, highly suggestive advertising campaigns featuring Kate Moss and Marky Mark defined 1990s erotic minimalism and established CK's signature marketing aesthetic. The brand's fragrance division grew to become a powerhouse, with CK One (1994) particularly noteworthy for its unisex appeal that captured the androgynous spirit of the era.
The Calvin Klein label expanded strategically into underwear in the early 1990s, turning basic undergarments into fashion statements. The minimalist waistband logo became an instant status symbol, while the provocative advertising campaigns featuring sculpted models created equal parts buzz and controversy. This category grew to represent a significant portion of the brand's revenue, demonstrating Klein's unique ability to transform everyday essentials into coveted fashion items.
Contemporary Collections and Global Reach
Today, under the ownership of PVH Corp., Calvin Klein maintains its position at fashion's forefront through three main collections: Calvin Klein Collection (high-end luxury), Calvin Klein (bridge/premium), and Calvin Klein Jeans (denim-focused). The brand's modern success owes much to strategic celebrity partnerships, including campaigns featuring Justin Bieber, Kendall Jenner, and Michael B. Jordan that resonate with younger demographics while staying true to the brand's provocative roots.