Every day, countless new fashion labels enter the market, creating a constant buzz around emerging brands that industry insiders and consumers should watch. One of the most thrilling aspects of working in fashion is uncovering fresh talent, purchasing their pieces, styling them, and being among the first to share these discoveries. However, years of brand scouting have taught us that being first doesn’t necessarily mean being best, and the most compelling stories often emerge when designers reach their second or third season—a critical period when their creative identity truly crystallizes and they need support most. Ossou, now in its third season, exemplifies this evolution perfectly.
The brand came to attention through CEO Joey Laurenti, a seasoned industry professional with exceptional talent recognition skills. In 2025, he revealed his collaboration with founder Nina Kholsa (also behind Fforme) and creative director Talia Shuvalov on this new denim venture. Initially, the prospect seemed daunting—launching in the denim category presents significant challenges, given its tight-knit community of established brands and fierce customer loyalty. Convincing consumers to switch denim preferences resembles relocating homes: ultimately rewarding, but requiring considerable effort to achieve.
However, reviewing the collection’s initial sketches immediately captured interest, particularly due to one standout detail: the button hardware. This meticulous attention to craftsmanship elevated the denim beyond ordinary pieces, lending them a tailored, sophisticated quality. This detail signaled that Ossou harbored greater ambitions than becoming merely another denim brand—the team envisioned expanding into diverse categories to create a comprehensive wardrobe solution. Today, this vision has materialized: Ossou celebrates both essential staples and trend-conscious pieces, with their latest collection featuring denim, shirting, knitwear, and exceptional outerwear, all unified by distinctive design elements that add unexpected sophistication to everyday styles.
After experiencing countless compliments while wearing the Drift jeans, curiosity about the brand’s broader offerings led to an exploration of their SoHo showroom. For newcomers to Ossou—a label that appeals to admirers of Jil Sander, Issey Miyake, and Róhe for their similar design sophistication and color mastery—here are five essential investment pieces.
Essential Denim Collection
Denim forms Ossou’s foundation, and their execution is exceptional. For someone typically cautious about denim, preferring tailored trousers, Ossou has created styles that feel intelligent, refined, and elevated while maintaining comfort. Beyond the previously mentioned button details, the fabric weight strikes the perfect balance—structured yet not heavy—with various fits accommodating all body types. Petite individuals will appreciate the Drift in high-rise crop (remarkably, these require no alterations at the waist or length—a rare achievement). For those seeking dramatic silhouettes, styles like the Bend deliver impact. Styling recommendations include pairing these pieces with small-heeled boots for height and classic tucked t-shirts to showcase the distinctive button details.
Dramatic Cuff Shirting
Statement cuffs provide an excellent method for elevating shirting collections from classic to fashion-forward. Ossou’s shirt offerings are exceptional, featuring superior fabric quality and competitive pricing considering their design details, neutral palette perfect for color-averse individuals, and nickel snap buttons enabling versatile styling options. While the shirts run longer, this allows styling experimentation: half-tucks, full tucks, or creative waist-tying for added visual interest.
Innovative Colored Denim
Perhaps Ossou’s most surprising aspect is their colored denim execution. Previously skeptical of colored denim due to poor market examples, their neutral-toned yarn selections create sophisticated, intriguing pieces. Styling the brown Drift with crisp cotton shirts proves versatile, with future plans including chocolate brown sweater and flat boot combinations for tonal sophistication.
Contemporary Knitwear
While many brands excel at cashmere basics, Ossou’s knitwear impresses through fashionable interpretations featuring strategic color usage and subtle design details creating maximum impact. Spring standouts include the Greer Tank with back cut-out detailing and the Sloane, a ribbed cap-sleeve knit that flatters the body beautifully.
Distinctive Denim Outerwear
Featuring nipped waists, shacket silhouettes, and barn jacket interpretations, Ossou’s approach to classic outerwear feels fresh and unique. While numerous denim jackets exist in the marketplace, discovering pieces that are simultaneously innovative, interesting, and functional presents ongoing challenges—a problem Ossou solves effectively.
Photo by Kiko Camaclang on Unsplash
Photo by Rafael Ferreira on Unsplash
Photo by Harper Sunday on Unsplash
