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Calvin Klein launched his American fashion label in the late 1960s, building it on principles of minimalism and timeless style. The brand played a pivotal role in popularizing designer denim during the 1970s by placing the Klein name on the back pocket, sparking a cultural phenomenon. Today the house enjoys worldwide recognition for its jeans, casual wear, underwear lines, and fragrances. Timepieces and jewelry joined the portfolio in 1997. The distinctive cK monogram has become as instantly identifiable as the brand name itself, appearing across the full range of products.