The competition between the denim and leisurewear markets is inspiring innovation. VF Corp.-owned Riders by Lee announced the launch of Heavenly Touch Denim, a hybrid jean with the softness and comfort of yoga pants and the slimming fit qualities the brand has become renowned for in the women’s denim category.
The denim, which is brushed inside and outside for an ultra-soft hand, is a Slimming Stretch fabric that moves with the body without sagging by the end of the day. A tummy-control panel and a no-gap waistband ensures fit. Riders by Lee conducted extensive fit testing on the jeans offering women with a variety of body shapes a chance to wear them through all of their daily activities. The jeans proved able to stand up to real-life testing without losing their shape, the company reported.
Joyce Markwell, vice president of merchandising for Riders by Lee, said Heavenly Touch denim is the result of consumer demand for softness. She said, “We pride ourselves on designing stylish clothing that women want to wear because it makes them look and feel their best. Heavenly Touch allows us to meet the needs of our consumers by providing them with a soft and slimming option that is perfect for a wide variety of occasions.”
The debut collection, available in the U.S. Oct. 1, includes mid-rise jeans in skinny leg and boot cut shapes. Styles will retail for around $20.