Scenes from 4S: Softness, Stretch, Science and Sustainability
This collection is designed around the main elements that define modern premium denim and is a showcase for both TENCEL™ lyocell and TENCEL™ Modal fibers. Produced in partnership with Jeanologia, and featuring fabrics from several mill partners, the collection showcases original denim silhouettes for both womenswear and menswear. The name of the collection “4S” stands for Softness, Stretch, Science and Sustainability. Three stories are highlighted within the 4S collection: Dude Ranchers, Tech Artisan and Deconstructing Denim.
The story of the industry in recent seasons has been one dominated less by style or wash or even celebrity endorsement but by fabric. Softness in combination with stretch has become the fastest growth category in denim for several years. There has been an all-out scramble to claim the softest or stretchiest. The key to being the best-in-class has been to bring together know-how about the right fibers, fabric construction and fabric finishing. These three aesthetics now find themselves as the key elements in premium core programs, not only in ladies jeans but also as a must-have in men’s jeans.
Heritage and history are elements that are embedded in denim culture. However certain practices are thankfully being confined to history. For years the laundry industry was a major practitioner of ‘Black Art.’ It was those laundry practices that gave the industry the reputation for being unhealthy for people and planet. Finally, companies are pioneering techniques and practices based on sound scientific research, to reduce the use of energy, water, chemicals and other materials in the denim industry thus driving real change and reducing overall environmental impact.