Levi’s is the latest label to offer wearable technology, in this instance in the form of shape-defining jeans. Debuting online August 4, the women’s denim, Revel, is an extension of the brand’s Curve ID line. Levi’s will employ a “four-way stretch fabric comprised of cotton, polyester, Lycra and DuPont’s Sorona fiber” that promises a better fit that can help create the illusion of slimmer legs and a better-shaped behind.
Levi’s isn’t the first to enter the progressive denim shapeware market to resist falling behind in the rapidly growing denim technology sector. Late last year, Wrangler released an anti-cellulite denim line, promising to reduce cellulite and stretch marks with the use of special plant oils.
Another competitor, NYDJ, employs similar technology, albeit one that retains shape via a particular way of sewing the jeans’ structure, rather than injecting them with a stretch-regulating chemical formula, as Levi’s does.
Jill Guenza, Levi’s vice president of women’s design tells WWD that “Levi’s Revel takes that curve innovation one step further by actively shaping a woman’s body, giving her the legs and butt she always wanted.” The jeans will control the stretch and look of specific areas on the pants, similar to the way compressionware works.
To learn more about what goes into the technology of stretch denim and great-looking jeans (sans chemical technology), read our interview with Product Director of Lucky Brand, Michael Griffin.