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Denim Startup Revtown Launches First Women’s Collection

The startup denim brand best-known for its activewear lineage and performance-driven fabrics, is expanding into women’s this fall.

Pittsburgh, P.A.-based Revtown debuted its first line of women’s denim Thursday. The women’s collection is made with the brand’s trademark Decade Denim, a fabric with four-way stretch and durable fibers made by Candiani Denim.

The women’s jeans are constructed with reinforced front pockets, strategically placed back pockets and a three-piece waistband designed to flatten and smooth.

Revtown was founded as a direct-to-consumer men’s line by a group of former Under Armour executives in 2018. A women’s line has been in the pipeline since day one, but it wasn’t a matter of simply adapting the same design to its women’s collection.

Whereas most brands fit their jeans on a fit model, Revtown said it built their jeans with the help of real, everyday women. During “Revtown Denim Sessions,” the company gathered with groups of women for large-scale fittings, using their real-time feedback, thoughts, ideas and insights to develop the jeans in partnership with consumers.

Revtown’s Digital Tailor tool goes a step further to help shoppers find the right fit by analyzing user data and using it to recommend styles and sizes.

“What’s most exciting about this launch is that it’s predicated on what our customers have been asking for, and what our research with real women showed us they want in jeans,” Jennifer Carcich, Revtown head of women’s product development, said. “We’ve taken everything we’ve learned over the past year and a half and applied that to our women’s lineup, which we feel will help take the company to another level.”

The women’s collection includes skinny, high-rise skinny and high-rise straight fits in several washes spanning light indigo to black black for waist sizes 24-34. Jeans retail for $79.