KIIND OF, from the Jones Jeans Group, is a New York-based denim brand developed in collaboration with strategy firm Graj + Gustavsen and Creative Director Beth Fazio. The name is inspired by Kind of Blue by Miles Davis. The identity is minimal, with a downtown sensibility. The collection offers eight denim cuts designed for different body types. To simplify the experience and guide selection, a color system was developed, with each color representing a specific fit.