Home / Knowledge / News / Apparel/Garments / Now, a light and luxurious premium denim
Now, a light and luxurious premium denim
11
Feb '16
Two Turkish brands have tied up to produce a breakthrough premium denim with lightness and a luxury feel.

Mavi, innovator in denim design and manufacturing has teamed up with leading denim fabric producer Orta to launch Mavi's newest addition to its Mavi Gold line, Feather. Debuting in Spring 2016, Feather uses exclusive fabric created by Orta in three unique shades to add to Mavi's repertoire to kickoff its 25th anniversary celebration, Orta said on its website.

The premium Feather collection combines a casual lifestyle with a luxury feel and is the product of Orta's distinct patented Alchemy technology and Mavi's contemporary design. The unique Alchemy finish, developed by Orta, gives the fabric an extreme softness that is superfine and superlight. The denim is light, airy, and cool to the touch due to incorporating a novelty yarn mix of cotton, tencel, lyocell, and viscose.

Despite its softness and lightness, Feather also integrates power stretch technology with excellent recovery standards. The final outcome is a breakthrough that combines softness and a feminine feel with a clean look and compact construction.

The collection introduces three exclusive hues for Mavi - Special Neptune, Future Blue and Aqua Light Green.

Orta has been the main vendor for exclusive developments for Mavi since day one, and have a dedicated development group called team Blue that serves like a sister team to Mavi. As the pioneer in authentic denim and new shades, Orta's collaboration with Mavi is the perfect match.

“Feather is the symbol of denim comfort where we differentiate the unique feeling through new experiences,” said Elif Akarlilar, Global Brand Director of Mavi. “These are the jeans of women who spend their time trying to have meaningful experiences and have an eye on the future. In developing this exclusively with Orta, who has been with Mavi since the beginning, we are excited to launch Feather as part of our 25th anniversary celebration”.

“As the dedicated innovation partner of Mavi we are proud to have co-created the denim selection of the premium Feather collection,” said Deputy General Manager of Orta Anadolu; Ebru Debbag. “Orta's foresight, research and technical developments have combined naturally with Mavi's desire and expertise for designing a new premium concept for the contemporary women.”

This new light and soft touch denim collection will retail at $148. (SH)

Fibre2Fashion News Desk – India

Must ReadView All

Apparel/Garments | On 10th Dec 2016

Amazon India aims to be India’s biggest fashion retailer

Since fashion is the second biggest ecommerce category in India,...

Apparel/Garments | On 10th Dec 2016

Kathy Ireland extends license with PPI Apparel till 2023

Clothing brand Kathy Ireland Worldwide has extended its partnership...

Textiles | On 9th Dec 2016

ACIMIT signs MoU with Pakistan textile bodies

In a bid to strengthen the trading in garments and textiles between...

Interviews View All

Amardeep Singh
Orient Craft

'In export markets, the trend in terms of embroidery, is towards matte...

Neel Sawhney
One Friday

‘The share of kidswear segment in the online sector is still small in...

Mukesh Agarwal & Rajesh Agarwal
Madhuram Fincap Pvt Ltd

Increasing prices and lack of demand main issues facing industry

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
December 2016

December 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


Advanced Search