Savana launches new campaign to challenge people’s perception about denim

A fashion brand that focuses on conforming to the latest trends, Savana is launching a new campaign titled ‘Dare to Denim; to change people’s perception about denim. They're trying to showcase denim as a versatile, tough, and comfortable fabric that fits into wearer’s whole life.

As a part of this campaign, the brand is introducing ‘Joga,’ which stands for Denim Yoga. Designed to show off how flexible and stretchy Savana Denim really is, the campaign showcases people doing yoga, skateboarding, and even just relaxing in bed, all while wearing denim. It aims to break old stereotypes about denim being stiff and restrictive and prove that it can move with customers’ body during all their activities.

Yogesh Agarwal, Country Partner, Savana says, the campaign showcases the performance potential of denim.  Joga proves that the brand’s high-performance denim is ideal for an active, adventurous lifestyle without sacrificing style or comfort. It strives to merge fashion with practicality, making denim the go-to fabric for any occasion.

Challenging traditional fashion ideas, Joga enables people to experience denim in new and unexpected ways. Through this campaign, Savana reinforces their image as a brand that celebrates being unique, expressing yourself, and trying new things.