Bored with the basic blue jean? For coming seasons, denim makers are mixing things up. Stretch-blend denim has been growing in popularity for several years, and now new cellulose fibers like Tencel, Modal, viscose and Cupro are getting into the act. The blends add fresh texture, sheen and drape to the fabric, and are more eco-friendly than traditional cotton.
This story first appeared in the June 20, 2011 issue of WWD. Subscribe Today.
Tavex has introduced a stretch denim for men that has a heavy hand and vintage aspect to retain the fabric’s rugged, masculine quality. Other recent innovations for the firm include its Denim Therapy line, billed to improve one’s muscle tone and sense of well-being. Cordura’s new designs include denim in heavy weights with various degrees of stretch, using Lycra T400 and Lycra fibers. Italian denim mill Cappio Tessuti has introduced denim blends mixing cotton with Modal, viscose and Cupro, in both stretch and nonstretch versions.
Naked & Famous Denim currently offers a cashmere denim blend, Hudson has a linen blend denim in its men’s holiday collection and Diesel has introduced a new denim-effect cotton, elastane and polyester woven jersey for its new Jogg Jean, which is as cozy as sweatpants. Agave Denim is now focusing on luxury blends, like cotton linens, cotton Tencel and pure Tencel.
“We strongly believe that we have to make more of an effort in producing new sustainable products,” says Adriano Goldschmied, executive vice president of product development for Citizens of Humanity and GoldSign. “Cellulosic fibers originate from trees and take up less water and less land.”