46 minutes ago | By Samuel Trotman
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In the first week of July, we were at Bread and Butter checking out all the new denim innovations and trends. One of the most interesting fabric innovations to emerge from that trade show was Wrangler’s new range of Spa denim. For their S/S 13 collection, they have explored innovative fabric technology that claims to improve the look and feel of your legs: Yes, please!
There are three models in the Denim Spa collection; Smooth Legs, an anti-celulite technology that boosts circulation, Jojoba and Olive extract for skin hydration and Aloe Vera, a scented and hydrating treatment. These three finishes are encapsulated via molecules into the weft of their slim and skinny fit jeans (Molly, Courtney and Corynn) and last for up to ten washes. There is also an accompanying spray that you can purchase in order to refresh the finishes yourself.
Adam Kakembo, Vice President Product & Marketing, Wrangler EMEA. elaborates on the new products:
Wrangler was initially created as a clothing supplier for cowboys who wanted to have stylish, but also practical apparel. Focusing on this concept, we believe that the most important aspect of an article of clothing is that it produces wellness for the body. We decided to innovate our products in this way, and so we launched Wellness Denim.
Wrangler has been working on this project for over a year and enlisted the support of a French University where about 160 women tested its products. As reported in their findings, about 2/3 of women noticed considerable differences. The brand also launched its Wrangler Denim Sculpt – a body-sculpting, push-up jean.
This move marks a renewed interest in the women’s sector of many denim brands of recent years, and Adam Kakembo confirmed that the range is an investment for the brand as it looks to double turnover for womenswear in the next three years.
This type of fabric technology has been toyed with by a couple of other denim names in the market including Salsa, Marks & Spencer and Gsus Industries.
The Denim Spa jeans will be offered at retail for €80-100.
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