Apr 13, 2018 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
HUDSON jeans launch HUDSON x Turbotech™ in partnership with ISKO™, an innovative new denim fabric that allows you to take your jeans from raw to vintage in 30 days.
Raw denim challenges have become somewhat of an obsession on the internet as of late with artisanal denim brands like Naked & Famous and Rawr Denim holding regular custom fade competitions on their blogs. While these wearers endure months of hard wear and sweat to achieve their personal washes, HUDSON jeans have introduced an innovative proprietary denim fabric that allows you to take your jeans from raw to vintage in just 30 days. Created in partnership with turkish denim mill, ISKO™, the revolutionary Turbotech™ fabric has the ability to replicate traditional vintage washes in just under a month. Creases, wrinkles, destructions and lines are what make the jean such a personal wardrobe item. HUDSON claim that in just 30-60 days the fabric fades almost as if it had been worn daily for 12 months. This finish seems to be a technological move on from the ISKO™ Matrix wash developed in 2004.
In line with the launch HUDSON have selected a special group of guys to participate in the ’30 challenge’ to create their own individual fade. The campaign includes Johnny Pinto of The Denim Guy, Comedian Josh Wolf, street artist KAI and DJ Vice, with each of the guys documenting their stories and creations as they live in Turbotech™ for 30 days. Take a look at each of the entries and get to know their stories and follow their experiences on HUDSON’s youtube channel.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.