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Naveena Answers the Call for Authentic-Looking, High Performance Denim

Denim trends throughout the decades are constantly being revisited. The difference now is that consumers want those same styles, but with all of the modern benefits of comfort and sustainability.

Consumers are shifting to throwback denim styles that have been updated for comfort and size inclusivity. According to a recent Trendalytics’ report, nostalgic denim is a major theme that all demographics are seeking. Specifically, the women’s and plus-size categories are gravitating towards vintage-inspired styles like mom jeans, which the trend forecasting company reports are up 64 percent year-over-year.

Naveena Denim Mills, a Pakistan-based manufacturer of premium yarn and denim fabrics, is ready for it. The mill recently updated its Wraptech technology, which combines the comfort of super-stretch denim, the look of authentic denim and the performance benefits of both.

First announced at the online Kingpins24 Flash event earlier this year, Wraptech 2.0 is the new and improved version that touts better growth, recovery and shrinkage than the original as a result of advanced yarn engineering and the inclusion of different Lycra fibers.

Naveena Denim Mill presents Wraptech 2.0, an update to its stretch denim technology that brings comfort to vintage denim.
Wraptech 2.0 Courtesy

“Today, stretch denim is not just about sleek silhouettes, but also about performance and comfort thanks to advancements in recovery and durability,” said Berke Aydemir, global technical sales and marketing manager, Naveena Denim Mills. “Comfort denim, specifically with high-stretch qualities, is emerging as the industry’s hot ticket item. Wraptech 2.0 is the fruit of many years of research and yarn engineering that perfectly fits this trend.”

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The technology features tri-core yarn that incorporates the power stretch of Lycra fiber and recovery properties of Lycra T400 fiber. Naveena reports that Wraptech 2.0 fabrics offer 30 percent better growth compared to other high-stretch fabrics with the same construction.

The Lycra T400’s helical crimp shape helps jeans maintain their shape between washes without sagging, meaning there’s less need for washing and drying, and better at-home energy and water savings as a result. Fewer home laundries can make a big impact on savings. The U.S. National Park Service reports that the average residential washing machine uses about 41 gallons of water per load and the average clothes dryer is responsible for approximately 6 percent of a home’s energy usage.

For added sustainability, the Wraptech 2.0 collection can be designed with Lycra T400 EcoMade technology, of which 50 percent of the fiber content is made from recycled PET and 18-20 percent is made from either plant-based material or post-industrial waste cotton.

And while stretch fabrics can sometimes degrade faster than their rigid counterparts, Naveena says Wraptech 2.0 technology can help increase durability for jeans that last longer.

“Long-lasting fit means longer-lasting garments, which is the first step to a more sustainable denim collection,” Aydemir said.

Wraptech 2.0 fabrics offers more flexibility for designers as well. Naveena reports that they can withstand the same washes and finishes of rigid fabrics, and offer a wider fit window of shapes and sizes, meaning design possibilities are expansive.

“These fabrics adapt to any silhouette—from traditional five-pocket and dressed-up denim to rugged workwear jeans and comfortable styles that have become work-from-home wardrobe staples during the pandemic,” Aydemir said.