It’s been five decades since LOIS set the famous bull free. Fifty years in which the world has seen lots of changes, for better and for worse. After a few laidback years, the bull is back. Full force. And this time around, he is even bigger, better and more potent than ever before. Again a bold statement, but with four collection launches per year full of pants, jackets, shirts, knitwear and accessories, LOIS is more than able to back the boldness. Come 2015, the LOIS spirit and the bravery of the bull are just as solid and adventurous as they were back in the early sixties. These strong qualities of character offer the true denim lovers a clear and current alternative to other European brands that are jumping the denim wagon. Because let’s be honest … designing some attractive labels and photographing some denim-clad boys and girls isn’t that difficult. Turning denim into history on the other hand …

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