Calvin Klein has created a brand that for over four decades, is one of the most fashionable and popular. Anticipating many trends and exploiting the scandal, he developed an original image of the company and set the tone of men’s underwear manufacturers, focusing on his sexuality.
1942 Calvin Klein was born in New York, in the densely populated immigrant Bronx. His father – the owner of a small grocery store, but the family business is not very interesting boy – much more interested in the mother and grandmother talk about fashion. Calvin willingly accompany them in campaigns to tailor and shopping ready-made clothes, learning to sew on the sewing machine. According to family legend, in the five years he already knows for sure what will become a fashion designer.
1962 – 1968 Over the shoulders of Klein High School of Art and Design and the Fashion Institute of Technology. Then, six years as an employee in the studio and workshop designers. This experience is not too successful: the work routine, there is no possibility to create and to protest against the vulgar taste. After several scandals with employers and a string of layoffs Klein covers despair: he thinks about how to refuse to work in the fashion industry.
1968 Father persuades him to do what he likes, and Calvin decides to open his own business. His childhood friend Barry Schwartz (Barry Schwartz) agreed to invest $ 10 thousand. To the discovery of the production of women’s apparel company. Partners lucky from the start. Klein exposes the first collection in the hotel, and a big businessman, accidentally saw her, make your reservation by $ 50 thousand ..
1970 First success brings the young designer to high society. However, fashion is still in the first place: Klein writes PeaCoat – shortened feminine coat, men’s jacket original adaptation. The model becomes a hit of the season and sets the tone for a long time in fashion for women’s garments.
1973 Klein receives prestigious award «Coty» as the author of the refined and perfectly crosslinked clothes, being the youngest winner among designers. This award he will receive twice more in the next two years.
1974 Couturier released his first collection of branded accessories and fur, but its ambitious plans for creating unique things. The search for new, not designers mastered the field lead to jeans. Klein is convinced that the article of clothing designers deprived of attention.
1978 Klein creates the world’s first designer jeans, a revolution in fashion. Pants made of denim are no longer cheap clothes for hard workers with a new cut of by Klein, they become noble and sexy thing: stress at once and the figure and the owner of the prestigious status. Sold trousers with a distinctive logo on the back pocket of record batches – up to 200 000 pairs a week.
1980 As a result of experiments with denim becomes loud provocation. Together with photographer Bruce Weber Klein jeans creates advertising poster, depicting it on a teenage girl Brooke Shields, future movie star. Her smile conscription and the slogan “Do you know that between me and my jeans do not have anything?” Scandalous cause resonance, shooting the girl compared with pornography. Onslaught has to give way to public outrage, and Klein Jeans disclaims production, which will begin to produce again only after eighteen years, when they have already become classics.
Klein writes in 1982 a collection of men’s underwear advertising which selects Antonio Sabato and Mark Wahlberg. Designer in particular, a new perspective is the audience naked male body, which uses not just as a means to demonstrate, but also as an aesthetic object. Despite claims to the excessive sexuality, Klein continues to work on the verge of a foul. One of his most controversial projects is the poster “The Last Supper by Klein” with half-naked models in jeans, because of which he is suing the church and ultimately pays for its claim of a million dollars.
1984 Fashion designer awarded Presidential Award Fashion Institute of Technology (Fashion Institute of Technology).
1985-1992 The second half of the 80’s is marked unisex. Klein produces fragrances, both male and female in his options and, moreover, develops lingerie, which is a versification of male boxers.
1992 The idea of indivisibility of male and female reaches its climax. The main promoter of unisex Calvin Klein again provokes outrage their advertising. Images of a young Kate Moss and Marky Mark rapper to the newly released poster frankly androgynous: model, symbolizing the equality of the two sexes resemble each other and figures, and clothing. Puritan society is indignant, but young people swept away from store shelves things from Calvin Klein, which can equally well be both boys and girls.
1993 Klein awarded two awards from the Council of Fashion Designers of America (CEPA) for outstanding design in the field of men’s and women’s clothing. In the same year couturier presents its most successful fragrance – CK ONE.
1995 Above the clouds are gathering Klein: FBI begins to investigate the case of the sexual exploitation of minors in advertising. The accusations are not baseless, posters fifteen-models abound ambiguous symbols in the form of a half-open lips, tantalizing views and underwear peeking out from under the garment. In addition, Steven Meisel shot really sustained in the style of soft porno 60s. Against Klein organized a campaign to ban its advertising, a number of publications, despite the financial losses it supports. It comes to the fact that the bus drivers with advertising Calvin Klein on strike, refusing to go flying, and discussions are underway at the government level. To stop the flywheel, threatening to destroy the company, Klein makes a public repentance and renounces scandalous advertising. By next year, all charges against the designer removed.
1996 Time magazine compares Klein and Frank Lloyd Wright, a recognized genius of American architecture, and places in the list of the 25 most influential Americans.
1999 For the Calvin Klein brand finally secured the reputation of the manufacturer for the open-minded and sensual. One of the first this label offers consumers a whole monobrand line, from underwear to accessories. The company grows into an empire with an annual turnover of about $ 5 billion, are actively moving to the East and opening their boutiques in Hong Kong, Jakarta, Kuwait. However, Klein, tired of thirty years of leadership brand, thinking about the rest.
2002 Klein and his business partner, Schwartz sold his company to a corporation Phillips-Van Heusen, the largest US manufacturer of shirts and owner of several brands. The acquisition price is $ 400 million. Klein remains in the company as a consultant, and reserves the right to choose a successor.
2003 New designer Calvin Klein becomes the Brazilian Francisco Costa, who in the same year presents his debut collection at Fashion Week in New York. Defile confirms its commitment to the traditions of the brand: the same minimalism in color and detail, laconic cut. Collection turns a bit more feminine than its predecessor.
P.S. Today the list of registered brands includes Calvin Klein Collection, ck Calvin Klein, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear, including clothing, footwear, perfume and accessories. According to Klein, the fashion, is perceived once whim creative mind, has become a business, serious and hard. The very same designer leads a healthy lifestyle, attending as a hobby various exotic cuisine restaurants.