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Brief Published: 23 Jul 2012

Wrangler's Denim Spa


Denim giant Wrangler is entering the cosmetic textiles market with its new Denim Spa line – a range of close-fitting jeans with added therapeutic benefits for women.

Customers can choose from three different nutritive coatings: Smooth Legs (an anti-cellulite treatment that boosts circulation); Aloe Vera (a scented and hydrating finish); and Olive Extract (a treatment that offers more intense hydration).

The microencapsulated nutrients – made by a process that surrounds tiny particles with a fine coating – are applied to weft cotton threads before being woven into a functional fabric. As the jeans are worn, heat and friction from the wearer breaks down the coating on the tiny particles, releasing the therapeutic benefits. The finishes last for up to 10 washes. Customers can purchase top-up sprays to refresh the coating.

The jeans will retail at around 90 euros ($109).