Hollister Releases New Performance Denim Line with INVISTA

If you’re just now tuning in to my blog or the denim world, you may or may not have witnessed the fight between the athleisure and denim industries over the last few years. Leggings became a popular competitor for the much loved skinny jean, and denim brands everywhere were challenged to re-invent the jean, resulting in some pretty impressive fabric technologies with the fit, feel, and shape-keeping qualities of a pair of high quality workout leggings. Brands like American Eagle, Marc Allison, Joe’s and Hudson (just to name a handful) took it upon themselves to up their competition, partnering with INVISTA, the leading innovators of these tough yet high-stretch fabrics. In 2015, Joe’s incorporated INVISTA’s COOLMAX® fabric with their Cool-Off collection, designed to whick away moisture and keep the wearer feeling cool in warmer temperatures. Other than American Eagle, I hadn’t seen much action of this kind in the world of chain store brands aimed at teens and young adults, as these fabric technologies spanned mostly across premium brands. However, that looks like it’s starting to change!

Hollister, the offshoot brand of Abercrombie & Fitch, is now working with INVISTA to create their own performance denim line! I wouldn’t normally write much about these brands meant more for high school aged teens, but after seeing Hollister jeans on a wide range of ages and really having nothing against Abercrombie jeans myself (they fit me quite well), I figured I might as well do a feature since it’s quite awesome to see what INVISTA has been doing to transform the denim industry. Hollister’s Advanced Stretch Jeans line include most of your traditional fits: skinny, legging, boyfriend, crop and super skinny, and the majority of them incorporate INVISTA’S COOLMAX® ALL SEASON technology. This allows them to not only take on the functions of a pair of workout leggings, keeping the wearer dry and cool, but also even a little warmer when the weather drops, as the COOLMAX® ALL SEASON technology is also temperature regulating. This is a great step forward for Hollister, and I really hope to see more non-premium brands take on INVISTA’s technologies soon as well!