Nanoparticles, Vitamin E, amino acids — all words you normally associate with your favorite denim brand, right? Not yet — but perhaps in the very near future, they will be. A few jeans brands are working to give wearers a lift, literally from the inside out.
In the spring of 2013, Wrangler is launching a line called “Denim Spa Therapy for Legs.” The spa component consists of anticellulite and moisturizing elements infused into denim, and the jeans are even scented with jasmine (hope that doesn’t clash with your usual perfume). In general, aloe vera seems to be the most popular new therapeutic ingredient in jeans, with both Gsus Sindustries (a Dutch brand) and Mohicano Jeans (from Chile) including the plant’s extracts in their lines. With the added components of vitamin E, amino acids, and antioxidants, Mohicano claims their denim reduces cellulite and stretch marks while increasing collagen production. Gsus says its aloe vera component protects the skin from environmental pollutants, thus preventing premature aging.
Though we may refer to these claims lightly, Wrangler tested its new jeans on 160 women, two-thirds of whom attested that their legs looked better after wearing the jeans every day for a month. (Just don’t expect the effects to last forever — Wrangler’s therapeutic qualities are supposed to make it through six to eight washes, tops.) Meanwhile, the weight-reduction claims made by the Italian brand LeRock were backed up by their testing on women at the University of Pavia.
Well, go figure. We thought the latest denim innovations were all in the rising bespoke category. Of course, what’s more notable than jeans being infused with aloe and caffeine is the fact that all the denim is made for women. Sure, this is fun — but call us when men’s jeans are infused with slimming agents.