‘In Jeans we Trust’ is one of the slogans of the hip men’s clothing giant Jack & Jones. And in the spring and summer 2010 collection the label has definitely put the rock into the roll of its brand. Flicking through the latest Jack & Jones t-shirts you’ll find yourself surfing through a rock star vibe that’s effortlessly authentic. Perhaps the collection sings so well because it was shot by one of the most favourite photographers of rock musicians: Soren Solkaer Starbird. Starbird’s photos literally are rock ‘n’ roll, oozing cinematic style and a grungy cool. His shots of Amy Winehouse, U2, Paul Weller, Oasis, the Foo Fighters, The Killers and Franz Ferdinand are instantly iconic featuring on the pages of Rolling Stone. Iconic Jack & Jones T-shirts And so the Jack & Jones models wearing the latest Jack & Jones t-shirts take on a certain iconic aura with the help of Starbird’s cinematic take on the world. Jack & Jones t-shirts ooze a cool laid-back Venice beach rocker vibe, complete with the dark twisted tattoos. Some of Jack & Jones t-shirts tap into 1950s rockability with big checks; other t-shirts have remnants of the 1980s and 90s with a pop culture straight from Miami Vice, complete with pastel mixes and neon colours. The label recommends these t-shirts be matched with stone washed jeans and a fedora hat for the right summer vibe. Cool, Casual, Confident Jack & Jones t-shirts, jeans and casual wear have become one of Europe’s coolest brands since it was established in 1989. Founded in Denmark, it’s shot up from being a family owned clothing business to a designer brand with over 15,000 employees developing and designing the Jack & Jones label. The Jack & Jones universe works so well thanks to the fact it has remained true to a few key, simple but powerful characteristics: cool, casual and confident. Jack & Jones t-shirts are aimed at the guy with the laid back attitude who is too busy living to fuss over clothes, but wants to look good wearing the best jeans and t-shirts; its jeans are made in collaboration with jean-makers in Italy for unbeatable fit. A Jack & Jones for All Occasions It’s not surprising that the Spring/Summer collection features tattooed-clad surfer dudes wearing Jack & Jones t-shirts playing pool, hanging out on the back of a tour bus, eating burgers in American-style pit stops. Jack & Jones manages to deliver collections to cover the cool, ‘hang-out in bars’ look to coffee-shop chic and a sleek sports wear collection that’s ‘premium tech’ – a clean, casual and sporty look for men who love the outdoor life. At Hype we only bring you the coolest brands, find a fantastic range of Jack & Jones t-shirts, jeans and casual wear at Hype.