Denim lovers can now add temperature control to their list of coveted features in a pair of jeans.
Levi’s has added two new technologies to its Performance Collection of men’s denim. The All Seasons Tech capsule features Thermadapt technology, which is a “thermos-regulating technology that helps you keep warm when it’s cold, and cool when it’s hot,” Jonathan Cheung, the brand’s senior vice president of design innovation, told Rivet. “It’s a hollow fiber that we use for the denim that works by using air as insulation, just like having doubled walled glass in your windows,” he added.
All Seasons Tech Styles come in the brand’s popular 511 Slim Fit silhouette as well as the 502 Regular Taper, among others. Currently, these performance styles are only available for sale on the brand’s European sites.
Levi’s has also re-released some of its classic styles, like the 510 Skinny and the 511 Slim Fit to include Advanced Stretch technology.
“Denim technology has advanced so much in the past few years,” Cheung said. “Stretch has become the new normal for women’s and men’s jeans, giving wearers advanced levels of movement and comfort.”
“Advanced Stretch is the category we give to any denim that has 35 percent stretch or more,” he added. “That doesn’t mean it contains 35 percent spandex–it’s still around 2 percent–but it does mean the denim will stretch 35 percent wider than its relaxed state. For example, a 10 inch square of the denim will stretch to 13.5 inches or more. Levi’s denim has a very high standard of recovery and returning to its original form.”
The brand’s Advanced Stretch styles are available in the U.S. in a multitude of men’s styles and washes, ranging from $59.50 to $89.50.
These technological releases come on the heels of Levi’s recent celebrated return to the New York Stock Exchange late last month, as well as the news that VF Corporation will be spinning off its competing Lee, Wrangler and Rock & Republic denim businesses into Kontoor Brands in May. Levi’s leads all three labels in purchase consideration, with a focus on material innovation, sustainability and brand collaboration that have helped the 166-year-old brand maintain relevance with new generations of consumers.