DenimHunt

Alexander Wang Storm Denim(TM) Part II

When fashion meets function everybody wins, but much to our chagrin there are few success stories. That's why we love award-winning designer Alexander Wang . Featured in the Fashion News section of this month's NYLON are Wang's waterproof premium jeans made in collaboration with Cotton Incorporated.  We covered Wang's foray into a realm traditionally reserved for outerwear several month's ago, so we are patting ourselves on the back for being the first to identify an idea that's so innovative.  Waterproof denim has been attempted before, but what makes Wang's effort so unique is that the waterproof treatment is breathable and applied in garment form after all of the styling effects and finishes are done.  The jeans that he chose to use this treatment on are black, flare-legs with a zipper detail that when unzipped  split the jeans completely in half. How cool is that! Watch the video we posted several months ago that show Wang himself demonstrating how the treatment works on this very same pair.

The Okayama Project

Diesel announces their latest innovations for the Diesel Denim Gallery, which highlights their most artisinal designs. The Okayama Project incorporates denim woven, using ancient methods on shuttle looms. The fabric is woven on traditional shuttle looms using single continuous threads, a process that delivers tighter, heavier and more durable material. Since the 17th century, the town of Okayama has been a center for textile production. Today it plays home to over 100 small denim factories, all of which are owned by local families. A dedicated label reads: ‘Handcrafted in Okayama, Japan' and each pair comes wrapped in a rice bag.

What's new?

According to the Cotton Incorporated Lifestyle Monitor, the average woman owns eight pairs of jeans. Even with such a high ownership, three out of four female respondents say that they would likely buy another pair in the coming months.Innovation and newness are driving the women's denimwear market.
One designer accepting and meeting the challenge of offering cutting-edge denim is Alexander Wang. At his recent runway presentation during New York's fall fashion week he debuted garments treated with the STORM DENIM technology, which was introduced by Cotton Incorporated two years ago.
Choices and options remain important. While newness and innovation drive the market in denim at virtually every price point, most women embrace change in their own leisurely fashion. According to the Monitor, an outstanding 72% of female respondents say that they are not among the first to try a new style.

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The Future of Denim

This may not be the most practical pair of jeans that we've seen lately, but they are still pretty impressive. Designer Erik De Nijs has created the most technologically advanced denim to date. At first, you'll notice the obviously awkwardly placed keyboard! Next, you'll find the speakers built into the knees, so you can rock down the street without those white earphones.  And finally, there is the computer mouse in the back pocket . Go, go gadget denim!

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The sweetest jeans

Literally. Sugar Cane Jeans are woven with a unique combination of cotton and sugar cane fibers using vintage shuttle looms. The result is some of the finest Japanese selvage denim we have ever seen. Before we go on, it should be noted that shuttle looms haven't been made in over 40 years and result in the smooth, straight edge of selvage denim rather than the frayed edges of traditional, modern denim.

Taking it one step further, Sugar Cane is one of the few companies to master the dying technique of using natural dyes such as mud, grass, persimmon and green tea.

We haven't found a US distributer, but you can purchase them at Togged.com for around $400.

For more info: Sugar Cane

Diesel: Liquid Space

We've been holding out on reporting about the amazing show Diesel put on last week at Pitti Immagine in Florence until we had some amazing photos to share. That time has come!

Diesel previewed their Spring/Summer 08 line for men and women by taking Alexander McQueen's Kate Moss holographic tribute and expanded it to the nth degree. As models walked the runway, holograms of sea creatures and fish followed their footsteps. This CGI technology was developed by Spanish studio, Dvein, and utilized by Diesel creative director, Wilbert Das.

For those of us who could not be there, the show and afterparty, attended fashion favs such as Rosario Dawson and Lapo Elkann (in his favorite Wrangler shirt,) were broadcast on Diesel's website. If you missed it, don't worry! The entire show is availble to download HERE.

Premiere Vision to launch Denim by Premiere Vision

Our friends over at WGSN reported on Friday that fabric trade show giant, Premiere Vision is planning a denim-devoted show December 4-5 in Paris, France.

While there will still be denim areas at Premiere Vision during the February and September shows, Denim by Premiere Vision will bring together 50 international exhibitors including weavers, finishing companies, and accessory manufacturers linked to the denim industry.

December's launch event is a test to see if the show will take place twice a year. There is potential for shows in December for spring/summer collections and June for fall/winter collections.

For more information visit Premiere Vision

Levi's is the new AT&T?

Following Prada's lead, Levi's announced today they will be launching a mobile phone. While the phone is not covered in denim, it is housed in a riveted stainless steel case with a detachable chain to clip the phone to jeans and bags. Levi's latest addition to their accessories line will be available in metallic silver, black and brown copper to coordinate with their famous rivets. For the girls, or high-maintanence dudes, the phone will be available in shiny silver and shiny sand colorways and will feature a mirror screen.

The phone will be licensed by Paris-based ModeLabs Group and available only in Europe starting in September. It has yet to be announced if it will follow the lead of LG's Chocolate and skip the pond to the US at later dates. While we're huge Levi's fans, especially their slouch skinnies, is a European cell-phone really on target with their American heritage and brand-identity? Look for an update in September to see if we have jumped on board or jumped ship.

What do you think? Will you be coordinating your phone to your jeans or is Levi's