The consumers in the denim space are constantly on the lookout for stretch denim as it provides comfort. All the denim players seek different ways to innovate a highly flexible fabric that people purchase to wear throughout the day. The J Brand has managed to develop a new flexible fabric.

In Los Angeles, the fast retailing premium jeans brand deputed their limitless stretch fabric created at the company’s Jean Innovation center. This is exclusively available in its new Sophia skinny fit collection and the fabric can stretch twice its size and yet manage to retract without sagging. This fabric contains 30% more stretch than other premium denim fabrics on the market.

The brand predicts that Sophia will catch customer’s eyes immediately and is an update to its signature skinny fit that was launched 15 years ago. The super skinny line features a mid-rise waist silhouette with a slightly longer inseam when compared to other J Brand styles and will be available for purchase in the Fall.

J Brand is also rolling out a black and white campaign that pays homage to the updated classic and underscores the “effortless beauty” of the J Brand customer.

A retail data analytics firm published a report that showed 23 percent more consumers purchased women’s stretch denim year over year which underlined the opportunity for comfort-focused denim. As a result, many brands such as American Eagle and Hollister have incorporated stretch into their back-to-school collections.

The new denim fabric is washed using J Brand’s Eco Wash water-saving process and as a result, makes it sustainable which gives the brand an added advantage amidst the pandemic. The brand is expected to incorporate sustainable technologies into 100 percent of its washed denim by the end of the year.