Mackage is taking its next step toward becoming a full-fledged lifestyle brand.

More than two years ago, New York-based designer Ludwig Heissmeyer became the senior vice president of design and product development at the luxury outerwear brand. Since taking the reins, Heissmeyer has accelerated the brand’s evolution by introducing year-round essentials like hoodies, sweats, accessories and outerwear pieces designed for any season.

Taking its lifestyle positioning one step further, the Montreal-founded brand is now venturing into denim for the first time, thanks to Heissmeyer and his team.

Launched this month, the 35-piece collection features a range of denim outerwear for men and women—including bomber jackets, trench coats and hats—priced between $350 and $1,690.

“I’m [excited] to introduce our new denim collection,” Heissmeyer told SJ Denim. “Denim-related products will not only round out our assortment, but our pieces are so unique that they really [help us] stand out in the market.”

In this Q&A, SJ Denim chats with Heissmeyer about the inspiration behind Mackage’s first denim collection, the challenges of branching into a new category and how the brand plans to continue evolving as a lifestyle label.

Ludwig Heissmeyer, Mackage SVP of design and product development.

Starting from the top, what inspired you to create Mackage’s first denim collection?

Ludwig Heissmeyer: For me, creating a denim collection was a natural progression because it is functional and durable. It also has a lot of the characteristics that really align with the ethos of Mackage which is aesthetic that protects.

What’s so interesting to me about denim is how easily you can layer it into your existing wardrobe whether you want to dress it up or down. However, the way we designed the pieces for the July capsule—with details like gold hardware and contrast topstitching—will hopefully make [our customers] stand out a bit from what’s already out there, giving them more of a fashion-forward feel.

Overall, I’m really excited because, as we continue to grow into a lifestyle brand and deliver products year-round, denim was the perfect launch for summer. It’s unlined, super versatile—and yes, we have a few hybrid styles for when it gets a little chilly—but overall, nothing’s meant to be a heavy or warm garment.

Was this your first time working with denim?

LH: I’ve worked with denim a little bit before, but it was more aesthetic-driven than functional since it didn’t need to have all the typical characteristics of traditional denim. We didn’t care as much about the wash or the technical details.

Since Mackage is so specialized in wool products, did you face any challenges in developing a denim collection?

LH: Once my team and I are committed to an idea, we’re all in no matter what.

That said, there were some challenges. We had to find the perfect vendor to create a product like this because, as a brand, we’re so highly specialized in wool and down products.

Working with denim—washing it, adding rivets or even just doing the double topstitching—is a completely different approach to garment construction compared to what the team and I were used to. So, it was definitely a challenge, but I think we executed it nicely.

You mentioned that once you had the idea, it took some time to find the right vendor. How did you go about finding the perfect one?

LH: Yes, it took a while to get the right quality. Since we were new to this, we wanted to find a vendor who could also supply the raw material and help us understand how to work with it properly.

From there, we started experimenting with different washes. But because we had a vendor who already knew the material well and could really guide us through the process, it made a huge difference, which I think is so important. You want to build a partnership, especially when you’re stepping into something new. We were lucky to find someone who was patient and willing to work with a brand that was trying to establish its first denim collection.

How were you able to maintain Mackage’s sustainable ethos while creating the new collection?

LH: I do know that denim traditionally requires a lot of water and involves heavy washing, but I think practices are getting better and better as we speak.

For us, it was important to at least start with a strong foundation by using 100 percent organic cotton as the base. And because this is a small product launch for us—really just an introduction—we wanted to make sure we were being mindful. Of course, we always want to keep things as sustainable and eco-friendly as possible.

Do you think this is something the brand will continue to incorporate going forward?

LH: I hope so. I’d like to learn more about it.

As a lifestyle brand, I believe we should offer denim or denim-related products to round out our assortment.

What are you most excited about for Mackage—and for yourself—over the next five years?

LH: I’m really excited about what else we can do with the brand. In the two and a half years I’ve been here, we’ve built on an amazing foundation. There’s a huge legacy that I’m benefiting from, right? It’s an established brand with beautiful products. I’ve already been able to take it in a different direction, and I’m excited to see what’s next.

Is it footwear? Maybe expanding into new categories? Taking ski wear to a whole new level? There are so many ways to look at the brand and grow it. We’re also getting to a point where we can start exploring celebrity dressing. Now that we have pieces that go beyond just down, that’s something I’m really excited about. I’m open to whatever this journey brings.