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Former Under Armour Execs Launch Revtown Premium Denim Brand

New denim brand Revtown wants nothing less than to transform the way consumers wear jeans.

Founded by a group of retail veterans, including former Under Armour executives Henry Stafford and Steve Battista, Revtown aims to accomplish this by using an advanced fabric dubbed Decade Denim, and classic style aesthetics.

The Pittsburgh-based company is equipping consumers with functional and fashionable jeans at a price point less than conventional designer apparel, while addressing a gap for affordable, high-performance premium jeans.

Though Revtown’s first collection is designed for men, the brand has plans to launch a women’s line next year, extending its range of premium denim to more consumers.

“With Decade Denim, we’ve created a level comfort, fit and feel that hasn’t been experienced in a pair of jeans,” said Stafford, Revtown’s co-founder and chief executive officer. “And we’re proud to deliver our jeans directly to the consumer for less than half the price of a typical pair of designer jeans.”

[Read more about denim: Mills Live on the Selvage at BPD Denim Expo]

Revtown jeans are available in two fit styles—Automatic and Sharp—and retail at $75 each. Each fit is available in multiple washes, including rinse indigo, steel grey and coal black. “Automatic” jeans are designed for “any guy, any time, any place,” and provide wearers with ultimate comfort without having to size up and wear a belt. “Sharp” jeans are Revtown’s more fitted style that caters to wearers who want a more refined look.

Both styles feature Decade Denim, Revtown’s Italian-made patented fabric that adds performance features, like dynamic four-way stretch and strong fiber construction, for comfort and unrestricted movement.

In addition to denim, Revtown will also sell shirts available in four styles—crew, v-neck, henley and polo—which will retail from $30 to $40 each. Made with pima cotton and elastane, each shirt provides comfort and retains its shape. Revtown added the shirts to supplement men’s outfits, enabling them to wear a versatile shirt with different denim styles. As part of the launch, Revtown is offering consumers a “crate” option that enables them to buy any three shirts and two pairs of jeans for $210.

“An easy fit and incredible feel are essential. By selling directly to you, we’re able to pass on nothing more than the true price of the goods,” Revtown noted on its website. “The best fitting, most comfortable pair of pants in your closet should be a pair of jeans.”