AGI Denim Serves Up an ‘Indulgently Soft’ Denim Collection
Denim is at its best when it is broken in and softened, but it typically takes time and wear to achieve this level of comfort. Pakistan’s AGI Denim is bringing this softness to new products with its latest collection launch.
AGI Denim’s Soft Serve collection features super soft textiles that retain denim’s signature authentic look. The collection features both rigid and straight denim in a variety of fiber compositions and weights, as well as a wide range of washes, allowing product developers to achieve myriad looks. Soft Serve’s comfortable feel comes from a combination of fiber choice, finishing techniques and AGI Denim’s proprietary Soft-Tech technology.
Following Soft Serve’s launch at Kingpins Show Amsterdam in October, Carved in Blue caught up with AGI Denim’s vice president, product development and marketing and digital design team lead Henry Wong to get more details about the collection.
Carved in Blue: What was the concept behind Soft Serve? How does this authentic looking yet super soft denim fit with what brands and consumers want right now in jeans?
Henry: Authenticity in all facets of culture and has become something of value—something sought-after and cherished when found. Soft Serve’s innovation comes in the form of fabrics that stay true to the soul of denim while providing a softness that has been made possible by industrial advancements, starting from the fiber and yarn stages. Softness can take many forms: a plush, velvety hand feel; a fluid, silky drape; or a featherlike loft. To capture the authenticity of denim, we must remain true to its ruggedness in terms of performance, yarn character and weave structure. We have imparted a luxurious softness to denim while maintaining iconic denim character.
Carved in Blue: How have you used TENCEL™ fibers in this collection?
Henry: We are so proud to have unlocked soft, authentic denim fabrics using TENCEL™ Lyocell. The fabrics in our Soft Serve collection, which contain TENCEL™ Lyocell and LENZING™ ECOVERO™ Viscose blends weigh between 8.5 oz and 13.5 oz before wash and range from dark indigo to black. Notably, featured is our Vintage Black shade, which provides high color chip-off when washed for high contrast vintage effects. Within this part of the range, designers can create premium denim shirts to heavy weight jeans and everything in between.
Carved in Blue: Could you explain the process behind Soft-Tech?
Henry: AGI Denim has been evolving Soft-Tech, our in-house yarn spinning and fabric finishing technology, for a number of years. The latest version combines all our technical know-how—particularly in fiber selection and spinning techniques—with the most advanced, coarse-count spinning machinery currently available in such a scaled manufacturing setup. While we can’t reveal all our secrets, every step we take is in service of creating a smooth-feeling, authentically textured yarn.
Carved in Blue: How have you finished these pieces to play up the super soft concept while achieving authentic denim looks?
Henry: The washes dreamed up and executed by our team feel and look authentic, like your favorite pair of worn jeans. I think it was what felt the most natural to both the creative process and to the materials. It goes without saying the finishing is done in our LEED Gold certified laundry using processes with low liquor-ratio washing without pumice stones, etc.
Carved in Blue: What has been the market response so far to Soft Serve?
Henry: The market response has been incredible so far. Since the launch, fabrics from the Soft Serve collection have consistently ranked high in our data. We’re excited to see core program adoptions of these fabrics in the coming year.