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Z Supply is making one of its biggest category expansions yet. The Costa Mesa, Calif.-based women’s lifestyle brand launched its first denim collection Wednesday, marking the latest step in its transformation from a knitwear label into a head-to-toe wardrobe brand—a move Mandy Fry, Z Supply president and co-owner, says has been years in the making
Denim is the natural next step for the brand. When Fry joined the company in 2019, she was charged with accelerating growth and expanding the brand beyond its core categories. “The idea of coming in and just doing knits sounded quite boring,” she said, recalling how she and co-founders John Zhao and Greg Garrett quickly aligned around a bigger vision: transforming Z Supply into a lifestyle brand that could outfit customers “for every moment, every day.”
That vision took shape with the launch of the company’s loungewear collection in February 2020—just before the category exploded in popularity as the pandemic reshapedconsumer wardrobes. “That really catapulted us into the growth we’ve had today,” she said. “It really gave us the confidence that she was ready for us to come and build a closet for her with other categories.”
Dresses, woven sweaters, jackets, graphic tees, activewear and eyewear came next, but denim was always on Fry’s mind. “It was always something I wanted to do. It needed to come at the right time for the brand,” she said
The market signaled that the time was right. Over the last couple of years, Fry said Z Supply’s 3,000 retailer partners across the U.S. and in Canada have consistently told her they were confident the brand’s denim would sell. At the same time, surveys of its e-commerce customers—who account for about 35 percent of the business—and feedback from its direct-to-consumer shoppers echoed that sentiment, with many requesting denim from Z Supply
“It was really about entering a category with the customer’s trust and leaning into the idea that this is something that she not only wants from us, but she also expects it from us, and we want to complete her wardrobe,” she said
The brand set out to make denim that mirrors the rest of the brand and what consumers know it for: comfort, versatility and ease. For fabrics, Z Supply landed on three soft-to-the-touchfabrications: a 13-ounce compact stretch denim for all-day comfort; a 12.4-ounce vintage comfort stretch made with 99.5 percent cotton and 0.5 percent spandex; and 100 percent cotton modern vintage denim with an authentic texture and wash
Flattering fits were next. “It needed to be something that she can walk into a room and feel confident about,” Fry said
The collection includes the Muse, a high-rise straight; the Studio, a modern boot; the Off Duty, a mid-rise bowed ankle; the Stunner, a mid-rise bowed wide leg; the Head Turner, a high-rise wide leg; and the Show Off, a high-rise bowed. Sizes span 24-31, and washes range from Nocturne black and ecru Soap Stone to light and inky shades of indigo. Jeans retail for $138-$158
Z Supply spent a year developing the denim collection, vetting supply chain partners that share the same focus on quality and compliance. Fry said the brand is working “with some of the best factories in the world that are doing [denim for] some of the brands that we look up to.”
“It’s been a year of really gaining the trust in each other and making sure that we’re ready to enter [the category] because we’re not wanting to dabble in or dip our toe into denim. We’re fully in the denim business now, and we’re excited,” she said
The collection has already received positive feedback from retailers “that know denim,” including Shopbop, Evereve and Bloomingdale’s, and Fry said the brand is busy preparing four additional seasons. Holiday will introduce fun novelty washes and colors, and the spring offering will double in size to include lightweight denim jackets, dresses, shorts and tops
But first, Z Supply will celebrate its denim debut with a two-day pop-up activation at Lido Marina Village in Newport Beach, Calif. on Aug. 14-15. The pop-up will allow shoppers to experience the new denim collection in person alongside a curated assortment of the brand’s Fall ’26 apparel designed to style back to the denim
“It’s a great time for the brand. Our customer has so much trust in us now from launching all these new categories. It’s been so amazing to see over the last six years how every time we launch a category, our customer is like, ‘I’m here, I’m ready and I’m willing to [make this part of] my lifestyle and my closet,” Fry said. “Denim will absolutely be another category that she’s ready to take a chance on with us.”
