VF Corp.-owned Riders by Lee tapped into women’s yoga-inspired denim last year with the launch Heavenly Touch denim. The new fabrication offers the ultra-soft hand of sweats with the denim washes, cuts and slimming construction the brand’s female customer base has grown to expect from the jeans brand, but comfort isn’t singular to the women’s denim market.
As Scott Baxter, VF’s head of global jeanswear, noted, “You’re going to see more of a push toward comfort as brands advance comfort product specifically for men.”
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