Women's jeans specialist J Brand is entering the men's wear market with the launch of its J Brand Denim Co label.

The company says the new line, developed by vintage denim expert Sean Hornbeak, is "based on modern basics with a vintage sensibility".

Hornbeak, co-owner of denim store and tailoring shop Denim Revival, has more than 18 years' experience.

"My vision with the creation of J Brand Denim Co is to provide a line that represents the everyday guy - the masses - and to build it so that it's affordable, yet finely crafted," he said.

The line includes three basic bodies available in vintage-inspired washes.

The brand is being launched at Project Las Vegas today (13 February), with retail prices set at US$185-225.