The New Feather Jeans Collection by Mavi Gold
Ever since activewear busted out of gym bags and took on more of a daywear approach back in 2014, we’ve seen some pretty creative innovations in the denim industry. Media outlets continued to claim it meant the death of denim, but the denim industry knew better. In fact, it was already very well rehearsed in staying creative and coming up with new fabric technologies and fits 24/7 in order to stay afloat in the already-competitive and flooded denim market. Athleisure and denim began to fuse in a way, with a wave of jeans with incredibly stretchy fabric blends intended to not only keep you comfortable like gym wear, but also to move with you, hug all different types of curves and never lose its shape or become baggy. Challenge always leads to evolution, and that was something that the denim market needed, if you ask me! The Contour 360 by AG Jeans, Twiggy Dancer by James Jeans, Flex Tech by AYR, Slim Illusion Luxe by 7 For All Mankind and Actyvista by Diesel were some pretty strong responses to the athleisure industry, to name a few, and now Turkish brand Mavi has joined in within their Mavi Gold premium denim line, with Feather, released this Spring.
The Mavi Feather line is made up of five styles that are meant to be light as air, made of ultra lightweight, high performance denim from the Turkish fabric manufacturer Orta. This luxurious fabric blend is made up of mostly viscose, lyocell and tencel, mixed into the usual cotton for a super soft touch with plenty of stretch and excellent recovery. What excites me even more is that beyond the unique fabric blends, this collection launched with three exclusive hues: Special Neptune, “a shade of deep green cast with a true blue indigo bottom”; Future Blue, “a mix of green cast and indigo, the achievement of this shade uses less water and chemicals” and Aqua Light Green, which “represents the retro cool denim look for the new bohemian look.” I always love green hues in denim washes and they are, for some reason, very hard to find!
“As the dedicated innovation partner of Mavi we are proud to have co-created the denim selection of the premium Feather collection. Orta’s foresight, research and technical developments have combined naturally with Mavi’s desire and expertise for designing a new premium concept for the contemporary women.” – Deputy General Manager of Orta Anadolu; Ebru Debbag
“FEATHER is the symbol of denim comfort where we differentiate the unique feeling through new experiences. These are the jeans of women who spend their time trying to have meaningful experiences and have an eye on the future. In developing this exclusively with Orta, who has been with Mavi since the beginning, we are excited to launch FEATHER as part of our 25th anniversary celebration”. -Elif Akarlilar, Global Brand Director of Mavi
“We aimed to ‘TUNE-IN’ to the cultural desire for ‘LIGHTNESS,’ which is the updated definition of ‘LUXURY.’ The ultra light flexibility delivers ease of movement, as well as high recovery, and the unique indigo shades are developed exclusively for Mavi. We feel very proud and excited to see our co-creation revealing its premium design in the FEATHER collection.” – Ebru Debbag
I’m stoked to see the raw hem trend continue within this line, on the Alexa Ankle Skinny in Green Indigo Gold Feather, and that darn gorgeous green hue! I need this one in my life.
Shop the Mavi Feather line through the photo captions above, or directly from Mavi, here.
Read more about this awesome collection from Mavi’s fabric supplier Orta, here (also the source of the quotes above).
Read an exclusive interview with Ardie Ulukaya, SVP of Sales at Mavi at Denimblog, one of my favorite denim-focused blogs, here!