PEPE JEANS LONDON INTRODUCES POWERFLEX

New for spring/summer 2016, Pepe Jeans London introduces Powerflex, a unique fabric with a dual-core technology – Lycra and polyester yarns are spun together to create a higher elastic fabrication with a minimum 60 per cent stretch.

“Innovation has always been at the heart of the Pepe Jeans London denim offering and we are constantly embracing new technology and searching out new techniques – we can’t talk about the brand without them, it’s part of our DNA,” says Trevor Harrison, Head of Denim Design at Pepe Jeans London.

Boasting an impressive recovery so that it stays in perfect shape, wearers are treated to the ultimate comfort through this versatile and special elasticity.

“It started as a trend and something used in sports clothing and has now become mainstream. For consumers it has grown from this sector to leisure and loungewear, so it was a natural profession to give them this – and in the fabric they wear the most: denim. Once you put on a Powerflex jean, it’s very difficult to put back on a rigid 14 oz ever again,” adds. Harrison.

Powerflex denim is thermo-fixed to increase the stretch for better comfort and the denim is crafted from unique fabrics that use the latest weaving technology. Its launch will be accompanied by a viral March 2016 campaign inviting consumers to try out Powerflex and Get It On for spring/summer 2016.