Image: Hollister
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!
