A part of the company’s Mavi Gold line, Feather’s unique Alchemy finish, developed by Orta, gives the fabric an extreme softness that is cool to the touch. The denim incorporates a novelty yarn mix of cotton, tencel, lyocell, and viscose. Despite its softness and lightness, Feather also integrates power stretch technology with excellent recovery standards.
“Feather is the symbol of denim comfort where we differentiate the unique feeling through new experiences,” said Elif Akarlilar, Global Brand Director of Mavi. “These are the jeans of women who spend their time trying to have meaningful experiences and have an eye on the future. In developing this exclusively with Orta, who has been with Mavi since the beginning, we are excited to launch Feather as part of our 25th anniversary celebration”.
“We have a number of exciting initiatives scheduled to celebrate the 25th anniversary,” said Alissa Friedman, Marketing Manager at Mavi. “Top model Lucky Blue Smith is the face of our #denimgeneration campaign for Spring/Summer ‘16, as he embodies the Mavi spirit past and present and represents our continued evolution as a leading denim brand for the next generation. We will also mark our 25th anniversary with a special capsule collaboration for the FW’16 season, which we can’t wait to launch.”
The collection features three hues, Special Neptune (a shade of deep green cast with true indigo), Future Blue (a mix of green cast and indigo) which uses less water and chemicals, and Aqua Light Green (a retro looking shade).
The new Feather jeans will retail at $148 and will be available online, at Mavi Brooklyn retail locations, and other retailers worldwide.