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Everlane’s Authentic Stretch Denim Could Oust Your Jeggings

After adding jean jackets and rigid denim over the last year, Everlane has released a new line of stretch denim that will come in three different styles and a variety of washes.

The company, well known for its digital-focused approach and a commitment to transparency, recently released its first “true stretch denim,” which it says has a “Real denim look. Shape-flattering stretch.”

If this launch is anything like its rigid denim release in August 2017, which sold out of the first batch within hours of its official release and was placed on backorder almost immediately, the stretch denim could also be set for success.

The aim, according to Everlane, is to create stretchy jean leggings that look and feel like authentic denim to give consumers the best of both styles. Everlane claims that, unlike other denim lines, its Authentic Stretch denim is “made with a unique yarn that has high stretchability, so it lifts, snaps back and never bags out.”

The stretchy denim will come in three different styles. Both the mid-rise skinny and the high-rise skinny options will start at $68, while the high-rise cigarette look can be purchased for $78. Each style will be available in four distinct washes: dark blue, mid blue, washed black and black. Consumers will also be to choose the length of the leg—ending at the ankle, cigarette or regular.

Everlane has continued to defy conventional logic when it comes to retail strategy. Pricing transparency has been a unique feature of its business model in a market that continually demands it.

For its Authentic Stretch products, Everlane said it spends $14.52 on labor, $3.49 on hardware, $9.60 for labor, $4.58 on duties and $1.75 on transport. The true cost of a pair of its stretch denim rings in around $34 and is sold for twice that. Everlane estimates a similar product would be sold for $170 in a traditional retail environment.

Each pair of jeans purchased from Everlane is also produced at Saitex, the LEED-certified factory it works with in Vietnam, which recycles 98 percent of its water, air dries its denim and creates brick material for affordable housing from the waste produced in manufacturing.

To celebrate the release, Everlane is hosting fan-oriented events at a 12-day concept shop in Chicago that started last week and run through Sept. 16.