Denim has been tiptoeing away from stretch and skinny in favor of more rigid, vintage styles, but some consumers can’t let go of the comfort that came with the more pliable pants.
Seazon, it seems, has a answer.
Debuting their warp stretch denim for the first time at Intertextile Shanghai last week, the high-end denim fabric developer (more formally known as Foshan Seazon Textile and Garment Co.) based in the Guangdong Zengcheng area of China called the concept its “secret weapon.”
Instead of the four-way stretch that’s also a big trend in denim and part of Seazon’s repertoire, too, these jeans stretch in the warp, meaning they stretch vertically instead of horizontally, avoiding the puckering around rips and holes that are evidence of a spandex presence.
“Warp stretch looks like rigid, but it’s actually comfortable,” the company’s marketing director, RuYi Zhong, said. “We always want to be one step ahead than the others.”
Seazon, which counts H&M, Lucky Brand Jeans, Levi’s, Zara and Scotch & Soda among its customers, and lets its full-fledged technology and R&D department lead the way to the market, has seen the changing trends in denim. Consumers are increasingly seeking four-way stretch, vintage looks and much wider legs than have been popular in recent years.
In considering those trends, the company acknowledged men’s greater preference for more stretch in their denim, while noting that women have opted for the more rigid looks—though they still don’t want to sacrifice on comfort.
“Because we have so many stretch garments, it’s difficult to go back to rigid,” Zhong said, signaling the athleisure trend as playing a big role in the company’s latest development.
So far, the warp stretch denim, which Zhong said couldn’t be found at any other exhibitors in the show’s Beyond Denim zone, has been a hit with buyers and brands. Some have already started sampling the fabric.
“We see customers giving very good feedback and they think it’s a brilliant idea,” Zhong said. “Denim is no longer the workers’ wear, simple wear. We consider it’s very fashionable as well. Whatever other pants can do, denim can do.”
How Amazon may strip Whole Foods of its touchy-feely ethos—and why that's a good thing—had how cold brew proves you can teach old dogs new tricks.Read more
Loftex Home and GHCL sign CertainT licences, Hollander Sleep Products Buys Pacific Coast Feather and Oeko-Tex certifies Tuft & Needle.Read more
The National Retail Federation continues to lobby Congress with regards to the border adjustment tax, reiterating its claim that it would shift corporate tax savings to consumers.Read more
NRF announced new board members this week, while Topshop hired a new CEO and Macy's stepped up its off-price game with a new executive.Read more
Fashion can’t escape what’s happening in the world whether it wants to or not, and for the Autumn/Winter 2018-19 season, textiles will look to balance all that’s been upended.Read more
The Chittagong Port Authority has taken steps to alleviate the congestion situation at Bangladesh’s top port, but no comprehensive plan is in the works to fix what has been a long-term logistical problem.Read more
Looking to boost cotton quality and exports, Egypt’s Ministry of Trade and Industry has signed a cooperation protocol with United Nations Industrial Development Organization (UNIDO) and the Italian Development Cooperation.Read more