Fabrics from the collection will be showcased by authorized mills of Cordura Denim, including a spotlight feature on Pakistan’s Artistic Milliners. Cordura and “Denim Dudes” author Amy Leverton collaborated on the collection to bring fashion twists to durable denims.
The technical denims of the Authentic Alchemie Collection were developed from blends of natural and man-made fibers to deliver stylish, versatile, high performance and functional materials, said Cindy McNaull, global brand and marketing director for Cordura.
“Today’s consumer is searching beyond just traditional heavy denims for ones that can sit comfortably with them throughout the day – wherever it may take them,” McNaull said. “The Authentic Alchemie Collection is designed to push the boundaries of durability with stylish, modern and comfortable fabric combinations that are suitable for any product, market or lifestyle.”
The Authentic Alchemie Collection focuses on three key trends and features.
The first is “The Future is Real: Introducing the Cordura Denim Originals Collection.” This concept carries the theme: “Our lives are chaotic, with constant ties to technology that leave us feeling always ‘on.’ This season is about getting back to basics, embracing simplicity, spirited off-the-grid adventures — and fabrics that can keep up.”
The second trend is “Luxury in Lifestyle: Combining the Best of Both Worlds with the Cordura Denim Infinity Collection,” meaning, “Liftestyle is high-style — today’s consumer expects products that are tailored to individual needs. This means combining strong with soft, form with functionality and durability with definition.”
Third is “Di-Versatility: Engineered Comfort with the Cordura Denim Freedom Collection,” carrying the theme: “In a time when freedom and diversity allow us to be who we want and live as we like, we demand the same versatility from our fabrics. Transition seamlessly from a tough commute to a long working day to an exclusive event in durable, comfortable style.”
Original designs from the Cordura + ESMOD collaboration — made with Artistic Milliners Cordura Denims — will also be on display at the show to help showcase the Authentic Alchemie Collection. Students from the Paris fashion school developed style portfolios using a combined foundation of traditional workwear and inspiration from today’s specialist sportswear. The garments present the young designers’ creations for transitional work and lifestyle clothing.
Other authorized mills featuring denims from the Authentic Alchemie Collection at Denim Première Vision are China’s Advance Denim, India’s Arvind Ltd. and Turkey’s Kipas.
McNaull said denim has become a growth sector for Cordura, which has been known for its more utilitarian and industrial fabrics in products such as performance gear, luggage, upholstery, backpacks, footwear and workwear.
But approaching its 50th year in business, Cordura is breaking more into the fashion realm with collaborations such as with ESMOD and last year’s designer collaboration with Struktur Studio’s Michelle Rose to showcase the softer side of Cordura lifestyle apparel fabrics. The Cordura + Struktur Studio Collection includes an outdoor anorak jacket, top and pants. Cordura denims feature on rugged, durable fibers such as strong abrasion resistance.
McNaull has been focusing on creating and implementing Cordura’s brand marketing strategy and initiatives, including the development of international advertising and promotional campaigns designed to increase trade and consumer awareness for the brand, as well as establishing and reinforcing customer loyalty through the development of specific brand marketing tools and building relationships with key end use customers globally. She is also responsible for developing and executing global brand licensing strategies.
Invista has been a pioneer in taking a branding approach to apparel fibers and fabrics, notably with its Lycra brand, as well as Coolmax and Antron. Invista, headquartered in Wichita, Kan., is one of the world’s largest integrated producers of chemical intermediates, polymers and fibers.