LOIS - The Western Cut

LOIS x The Concept Hotels

For the third year in a row, Concept Hotel Group and LOIS strengthen their collaboration—a bond that goes beyond business and is built on shared values such as authenticity, quality, and a passion for design. This time, LOIS launches The Western Cut, a collection that redefines the timeless, free-spirited soul of denim.

The story of LOIS is one of tradition and innovation, where each garment reflects a deep commitment to craftsmanship and authenticity. The Western Cut, their new Spring Summer collection, is an ode to freedom and adventure, inspired by Western fashion and the iconic American Way of Life. This line captures the essence of desert landscapes, iconic silhouettes, and Native American culture—reimagined with a contemporary freshness that speaks of style and character.

Denim, the unmistakable emblem of the brand, once again takes center stage. More than just a fabric, it is a declaration of identity—a symbol of rebellion and personality that LOIS elevates with rich embroidery, desert-inspired tones, and fabrics that perfectly blend tradition and modernity.

But LOIS’s essence goes far beyond the American West. The brand’s Mediterranean identity, forged in Spain, infuses each design with natural elegance and subtle sophistication. Far from clichés, The Western Cut embraces a refined palette that reflects light, warmth, and deep roots—fusing the local with the global.

The collaboration between Concept Hotel Group and the legendary denim brand LOIS reinforces the shared philosophy behind both identities: creativity, passion, and loyalty to a unique style. Together, they celebrate the importance of storytelling through design and of creating experiences that reflect genuine taste and impeccable aesthetics.

The Western Cut is not just a collection; it is an invitation to express individuality freely, to connect with history without giving up modernity, and to wear garments that transcend time and fleeting trends.