Brands Roll Out Summer Denim Solutions
Denim brands are feeling the heat. They’re also offering solutions to stay cool.
Recent drops and marketing efforts have centered around summer denim options designed to help consumer stay comfortable all season long.
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Denham recently bowed Free Move jeans with The Lycra Company’s Coolmax fiber technology. Available for men and women, the lightweight jeans are designed to “beat the heat without breaking a sweat,” the Dutch company said. Coolmax is a permanent technology that helps keep the wearer cool, dry and comfortable during any activity.
Men’s styles include the skinny fit Bolt, the paint-splattered Crop Authentic and the slim fit Razor offered in natural pale indigo and a mid-blue wash with repair details. Women’s options include the Monroe girlfriend in a medium wash and Spray skinny in a worn finish.
Frame touts “new summer washes” for its bestselling L’Homme jean. The faded gray Solano is a seasonal upgrade from black, while the new medium blue, slightly faded Skywood wash is a work- and weekend-friendly indigo option.
Ankles get some sunshine this summer. Frame also introduced the L’Homme slim crop in white.
Hiut Denim turned to Isko to develop a new “low-impact summer wash jean.” The Welsh brand has been working with the team at Isko’s London R&D center to create a low-impact version of an authentic stone wash.
The brand achieved the faded look by replacing chemical bleaching and naturalization with ozone. Laser technology replaced traditional desizing, a process that uses enzymes, chemicals, or acids to remove sizing from the warp yarns to prepare the fabric for finishing. Pumice stones were replaced with a nebulization process which changes water to a mist and reduces water consumption by 80 percent.
It also saves on energy because it doesn’t use hot water.
“We feel very lucky that we have got work with Isko to push the boundaries in this way,” the brand stated.
The summer wash is available in two men’s fits, the straight Work jean and the slim Hack. Both are made with 100 percent organic cotton and have a green cast.
