The New Flex Tech Jean from AYR and ISKO Premium Denim
One of the things I love the most about the denim industry is its adaptability. It’s a hugely competitive market, sometimes feeling a bit on the Hunger Games side. Last year there was a huge threat to the industry, as athletic apparel bumped up a notch and then some, in terms of quality, casual appeal and an explosion of ultra cute designs. Suddenly leggings were the “in thing” to wear on a regular basis, hence the term “athleisure” which went along with the rapidly growing trend. I’ll admit I have fallen in love with several of them after stubbornly staying 100% loyal to my beloved jeans, like Gypsy05, Zobha, TUYA, several from Shopbop and a handful of others that break the workout/party barrier. But the music festival nomadic spirit in me and love for independent designers couldn’t resist…
Anyway, as I’ve probably mentioned more than I can count on my hands (and probably feet too by now…you can read an editorial on the subject I wrote a year ago here), the denim industry stepped up in a major way, putting up some intense competition. AG came out with the Contour 360, 7 For All Mankind released Slim Illusion Luxe, James Jeans had the Twiggy Dancer (review here), Diesel released Actyvista and Jogg Jeans, and…and…and…oh, there are so many more. But the latest now is direct-to-consumer and fast-growing brand AYR, which has been one of my favorites for about a year or so due to their incredible fits, home try-on option and multiple inseam options. Their new release is The Flex Tech, in partnership with ISKO™ denim. These babies boast 360° flexibility and 80% stretch recovery (so they won’t bag out over time) thanks to a 50% cotton, 38% polyester and 12% Lycra blend. To test out this new fabric, AYR took a few pairs over to modelFIT, a gym in New York City which is popular spot for many high profile models, actresses, and even a few professional ballerinas. One of these dancers, Suzanne Diaz, took these sample jeans for a spin. See the video at the end of this post!
This is a pretty big deal for AYR, as ISKO™ also provided this stretchy fabric to the production of the Diesel Jogg Jeans, Pierre Cardin’s FUTUREFLEX, LIU JO’s BOTTOM UP AMAZING FIT collection, Replay’s Hyperskin, ISKO REFORM™ with McGuire and MiH’s lines, MAVI’s POPSTAR collection, Power Skinny denim by Guess, FUTURE FACE™ technology with ESPRIT, The Twiggy Dancer by James Jeans and several more (see their collabs here). So, with all that said, I’m so happy to see AYR take this great new step up and I can’t wait to see how it goes and what comes next!
Shop the AYR Flex Tech jeans here!