Denim Dabbles in Performance Fibers
Denim is no longer the staid—though beloved—blue jean fabric it once was; the American wardrobe favorite has been redefined thanks to new fibers and prime pairings.
One such collaboration that has turned denim on its head is a new partnership between CORDURA® Brand and TENCEL® that’s blending fibers for denim that’s durable and soft.
Authentic Alchemie, as the collection produced by Artistic Milliners is being called, was born out of the need to cater to the on-the-go consumer.
“The ‘Authentic Alchemie’ Collection is inspired by the ever-changing lifestyles consumers are leading,” global Cordura brand and marketing director Cindy McNaull, said. “Take the modern Millennial for example. These consumers are dynamic. Their routines range from a day at the gym, traveling for work, a night out on the town and more. To help support this lifestyle, they are seeking products that can keep up no matter where their day takes them.”
Because consumers want cross-functional products, demand for fabrics that blend style and performance are on the rise. Though it may not have seemed so when denim was made from solely cotton, jeans can meet this new consumer need.
The CORDURA® Denim Infinity fabrics are crafted to capture the best of both worlds: softness with strength, fashion and function, durability and definition, according to CORDURA®. The addition of TENCEL® means greater comfort, strength and sustainability.
Today’s consumers want a premium jean, and that no longer just means pricey.
“A premium jean is one that merges performance, fashion and function all in one,” McNaull—who herself owns 150 pieces of denim—said. “It moves with you effortlessly, it keeps you comfortable—never too hot or too cold—and…it fits just right so you look and feel like a million bucks. The icing on the cake is when a pair of jeans does all that, and it lasts for years, never going out of style, never wearing out, only wearing in.”
Three trends inspired the Authentic Alchemie collection, which denim expert and author of Denim Dudes, Amy Leverton helped curate: the Future is Real, Luxury in Lifestyle and a newly coined word, Di-Versatility.
The Future is Real is all about the fact that consumers have increasingly chaotic lives, and the constant connection to tech means they’re always feeling “on.”
“This season is about getting back to basics, embracing simplicity, spirited off-the-grid adventures—and fabrics that can keep up,” McNaull said.
The Luxury in Lifestyle trend is about the desire for pieces that are tailored to an individual’s needs, McNaull explained, adding that TENCEL® fits “flawlessly” what that trend of giving consumers the best of two worlds, and creating garments that both look good and perform well.
Taking Di-Versatility, the world is in a time were freedom and diversity largely lets people live as they please, and now, according to McNaull, consumers want the same versatility from their fabrics.
“All of these new technical denims are developed from carefully crafted blends of natural and man-made fibers to deliver stylish, versatile, high performance and functional materials,” McNaull said.
Owning upward of 150 pieces of denim means McNaull is no stranger to what makes a good garment.
“I’m pretty much a denim junkie—it started with my first pair of Levi’s 501s,” McNaull said.
This year (and in evidence of the Luxury in Lifestyle trend) McNaull got a pair of hand-crafted, custom-made jeans, which has now risen to the top as a favorite among her extensive collection.
“Lifestyle is high-style and today’s consumer expects products that are tailored to individual needs,” she said. “There was genuinely a special feeling to be able to select your favorite denim, pick the buttons, pockets, zippers, pocketing, trimmings, etc., to your liking so that no other two pairs would look just alike. Your own unique pair, your own unique story to tell.”
Beyond bespoke, there’s more on the horizon for CORDURA®, which will debut its Authentic Alchemie collection at the upcoming Outdoor Retailer show in Salt Lake City, Utah Aug. 3-6.
“We are just scratching the service of where we can go together with the TENCEL® x CORDURA® Collaboration, so we’re optimistic that this collaboration and its supporting supply chain with strong and highly innovative partner mills such as Artistic Milliners, Arvind, Advanced Denim, and Kipas is just the beginning of great things to come for both us, our partners and our joint consumers as we continue to push the boundaries of durable denims,” McNaull said.