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Brief Published: 11 Oct 2016

New Comfort Code: Denim


From activewear that mimic’s denim, to ultra-elastic jeans and new knitted denim fabric innovations, denim’s role in Fashions’ New Comfort Zone is growing. 

  • Denim Athleisure: California-based women’s fitness wear brand Lucy Activewear has released a new line called Lucy IndiGo, which mimics the look of classic jeans. The material is made by digitally printing the physical look of denim, with realistic shading and contouring, onto performance fabric. The collection currently includes four pant styles, including a boyfriend jean and flare cut, plus a jacket.

  • Ultra-Elastic: Focusing on the demand for a flexible yet durable wardrobe, American women’s apparel brand Riders by Lee has debuted a new fabric innovation – Bounce Back ‘ultra-elastic’ denim. By combining high-stretch fibres within the fabric’s construction, the material is able to permanently retain its original shape after heavy wear.

  • Material Innovations: Recently launched at materials trade show Fabric Start Munich, Italian clothing brand Santoni collaborated with three European manufacturers on denim knit fabric concept Den/Im – designed for the athleisure market. Unitin provided the indigo yarns, Lenzing supplied the Tencel fibres, Tonello finished the fabric-like denim, and Santoni created the show collection.
  • International denim manufacturer ITV Denim showcased Flexiblu, which allows maximum stretchability while maintaining denim’s classic structure and texture. The company also displayed Supersoft, a similar fabric that uses a new weaving technique (with twists instead of interlacing) on raw materials to create a soft and strong fabric.

See also Athleisure Impact, S/S 18 Denim Design Portfolio, Pulse Denim and Future of Athleisurewear.

Lucy IndiGo
Riders by Lee Bounce Back
ITV Denim