The launch of Yoga Jeans is a natural outgrowth of yoga’s growing popularity.
The jeans are made from 10-oz. denim containing 97 percent brushed cotton and 3 percent spandex. They offer the flexibility of a yoga garment and the trendy style of five-pocket jeans with the comfort of lounge pants.
The man behind the brand is Eric Wazana, designer and owner of Montreal-based Second Clothing Co., which produces all jeans locally.
“I’m a bit of an idealist and believe in supporting the local economy, and it’s a lot easier to ship to the U.S. from here,” Wazana said.
“Some nine million people practice this discipline uniting body and mind, and they appreciate anything that contributes to balance and well-being,” Wazana said. “That’s why we created these…jeans that combine the height of flexibility and style.”
Although there are other stretch jeans on the market, Wazana contends the cut, sew and fabric of his jeans, and the six-piece waistband, make them different.
“There are a lot of stretch denims, but not many you can do the splits in,” he said. “They look like regular jeans until you try them on.”
The jeans are being introduced at the Project Show in Las Vegas and will be in stores next month, retailing for $120. They’re offered in regular cut, low cut and extra low cut. The legs can be flared, straight or legging style.
Second Clothing targets specialty boutiques and has about 110 accounts, including 40 in the U.S. While denim accounts for the bulk of sales, it also does sportswear, which Wazana said has started to grow in the last 18 months.