Alpecin is going all in on the denim look for 2024. The team unveiled their new look today that not only includes denim shorts, but a full denim look.

To the uninitiated, it is not actual denim, but denim patterned material.

As Kalas sportwear reports it embrases the trend of the season.

This is the full kit for the team that includes an amazing denim jacket. The jacket alone could make for some highly sought after leisure wear.

This is not a new trend, but an extension of a brewing trend that started to show up last year.

AG2R who were previously known for their brown shorts debuted a set of jean shorts for Strade Bianche in 2023. This was a one-off look to honor the spirit of gravel. This was the only real pubilicity for the team since they had no one at the front of the race.

(image from stickybottle.com) stickybottle.com

The origin of denim jeans goes back all the way to Team Carerra in the 90s which featured Claudio Chiapucci and Marco Pantani.

That design was sponsor specific since Carerra was a jeans brand. So naturally using a denim look for jeans along with fake stiching for pocktes just made sense.

The kit was not full denim, but only included a jacket that was full denim.

Chiapucci honored the Candian Tuxedo look when he paid a visit to Canada.