# Americana Fashion Sub-Labels Calvin Klein Introduces Its New and Affordable Sub-Brand Est. 1978 By Amy Duong | Published 2018-07-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/est-1978 References: [gq](https://www.gq.com/story/calvin-klein-est-1978-raf-simons-line) & [calvinklein.us](https://www.calvinklein.us/en/1978-mens-tops) Fashion label [Calvin Klein](https://www.trendhunter.com/trends/90sinspired-denim-campaign) introduces its brand new sub-label entitled [CALVIN KLEIN JEANS EST](https://www.trendhunter.com/trends/calvin-klein-shapewear). 1978. The new extension is created in celebration of the label's legacy in honoring its American heritage over the years. It is packed with photograph-printed goods and named after the brand's founding year, 1978. There is an aura of youthfulness that the new label boasts as it sees captivating visual designs of Western barns, plains, and even the infamous Brooke Shields photograph by Richard Avedon. The design takes on a contemporary perspective whilst channeling heritage elements through the silhouette and durable textiles such as its denim pieces. There are also comfortable selections of hoodies and t-shirts amongst backpacks, coats, caps, and puffer jackets all adorned in attention-grabbing visual imagery. The new EST. 1978 sub-label is available to shop now online at CALVIN KLEIN and at retailers including [HBX](https://www.trendhunter.com/trends/human-made-drop). ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 75% | Activity: 46% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### Key Themes Behind This Trend - **Heritage-inspired Fashion:** There is an opportunity for other fashion brands to create sub-labels that channel their heritage and identity through contemporary design. - **Affordable Sub-brands:** More brands could launch sub-brands that are affordable and accessible to a wider audience. - **Digitally Printed Fashion:** The use of digital printing technology in creating attention-grabbing visual imagery on clothing and accessories could disrupt the fashion industry. ### Where This Applies - **Fashion:** There is an opportunity for fashion brands to create sub-labels that celebrate their heritage and American identity, whilst also being affordable and accessible to a wider audience. - **Retail:** Retailers could introduce more affordable sub-brands to attract a wider range of customers. - **Printing Technology:** The fashion industry could further innovate by exploring the use of digitally printing technology in creating new, bold visual designs on clothing and accessories. ## Related on Trend Hunter - [Fashion-Forward Shapewear](https://www.trendhunter.com/trends/calvin-klein-shapewear.md) - [Tailored Americana Fashion](https://www.trendhunter.com/trends/gapstudio.md) - [K-Pop Star Denim Campaigns](https://www.trendhunter.com/trends/90sinspired-denim-campaign.md) - [Co-Branded Californian Streetwear](https://www.trendhunter.com/trends/levis-x-stussy.md) - [Intense Unisex Fragrances](https://www.trendhunter.com/trends/ck-one-essence.md) - [Fall 2025 Collection Launches](https://www.trendhunter.com/trends/fall-2025-collection.md) - [High-Performance Technical Gear Sub-Labels](https://www.trendhunter.com/trends/first-ascent.md) - [Easy-Wearing Fragrance Mists](https://www.trendhunter.com/trends/calvin-klein-hair-body-perfume-mists.md) - [Gen X-Targeted Fashion Labels](https://www.trendhunter.com/trends/regalo-studios.md)