FashionLondon style
Style in Motion
Reinventing
fashions’ favourite
Denim has been one of the key trends for ss15. A global
favourite fabric for clothing for hundreds of years
denim was originally invented back in 1871 as
hard-wearing work wear for cowboys and miners.
Jeans are probably the most durable and versatile
item of clothing in most of our wardrobes.
However, denim has come a long way since the
late 19th century both in terms of durability
and particularly in terms of style.
As it is no longer just hard-wearing work
wear, there are now many styles and fits to
choose from, so we can fashion our denim
as we so desire. Martin Schneider - Head
Menswear Buyer at Accent commented;
“In the last 30 years things have moved on
significantly. We’ve seriously moved on from
the days where you had to sit in a bath with
your jeans on for those ‘shrink to fit’ raw
denim jeans that you had to wear in yourself.
In those days you had one pair of jeans that
you would wear until they had worn out;
replacing them with a new pair once they
were done. Now everybody has several pairs
of jeans, people neither need or want to wear
out a pair of jeans anymore.”
Technological development has advanced
the choice in terms of style of denim jeans. It
has gone as far as creating jeans that make us
slimmer! Replay jeans launched revolutionary
Hyperflex last year. The Hyperflex jeans are
made from super stretchy denim, whilst still
looking like a normal pair of jeans.
Technology has also strengthened
our favourite fabric. Cotton Inc, the
international manufacturing company
that drives new ideas, new technologies
and ways to make well known items
better and more desirable recently
introduced STORM DENIM
technology providing waterrepellent protection from the cold
and damp while still looking like
a pair of jeans. With a focus
on sustainability in fabric
production we now have jeans
that are waterproof and
longer lasting.
by Abi Adesoun
Denim is clearly becoming
more durable and more
versatile in style meaning
denim fashion will last
even longer and never
fail to provide us with
fun fashion choices.
FashionLondon 62