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Care Label is an Italian premium denim brand founded by denim expert Leopoldo Durante and creative mind Lapo Elkann. Known for its luxury selvedge denim, each wearer of Care Label becomes a 'carelabelist' when the paper patch, covering the logo label at the rear of the jeans, gently peels away after several washes. Make yourself a carelabelist with the latest range of immaculately crafted Care Label jeans. With their classic cuts, innovative washes and edgy finishes, these jeans are at the cutting edge of contemporary denim.