Carved in Blue Launches Online Denim Shop
Requirements for denim are complex and demanding in today’s world. Styles are at least as diverse as their wearers, comfort is a must for dynamic lifestyles—and consumers have a conscience, too. Fashionistas have particular expectations about how denim should fit and feel. Beyond that, they understand its artistic side, sensing how, from concept to production, designers craft garments that reflect thought, mood, occasion, and even commentary.
For over a year now, Carved in Blue has chronicled the people, processes and professions of the denim world, covering manufacturing, marketing, fashion trends, and sustainability while at the same time fostering an industry community among denim makers, brands, retailers, and consumers.
In the process of telling those stories, it’s been impossible to miss the best in denim. Now, Carved in Blue is bringing that to you— actual denim garments from the leading brands using TENCEL® fibers to beautifully and sustainably construct them—with the launch of an online retail shop.
At New York Denim Days from September 30th through October 1st, the Carved in Blue denim shop will also have a retail presence at The Metropolitan Pavilion (125 West 18th Street, New York City, 10011), featuring Bella Dahl, DL1961, NYDJ, Mara Hoffman, Mavi, and Warp & Weft among other brands employing TENCEL® branded lyocell fibers. The pop-up will have garments on display for customers to try on and purchase online.
It’s an obvious step for Carved in Blue, considering that we are all about making connections. “Consumers started to ask us, ‘Where can I buy denim with TENCEL® fibers?’ so we realized it was time to make it easy for consumers to purchase,” said Tricia Carey, Lenzing Business Development Director, Denim in New York. “We now can seamlessly tell the stories behind the designers, brands, and products while making it simple for any consumer to purchase denim with TENCEL® fibers.”
“We are pleased to be part of the launch of the Carved in Blue Denim Shop at NY Denim Days. We have been using TENCEL® fibers in our denim for many years and find customers respond to the smooth, soft shape it provides,” says Sarah Ahmed, Creative Director of DL 1961. “ There are so many ways to reach the consumer today and the use of social media and blogs is key.”
A quarter century ago, a new chapter in denim was opened when TENCEL® fibers were first added to blue jeans—providing a softness to fabrics that denim wearers today cannot do without. Twenty-five years later, thanks to the TENCEL® fiber’s smoothness and strength as well as its award winning sustainable production, TENCEL® branded lyocell fibers are more essential than ever to the evolution of denim making.
The innovations continue apace, the expectations remain high, and Carved in Blue will be there, not only telling the story, but also making it real.