“Our judges recognised Lee's JadeFusion Denim as a true innovator out of the many products in its category,” said Frank Bonafilia, executive director of the Edison Awards.
Since consumers in the Asia Pacific region avoid wearing denim in hot and humid weather due to lack of breathability and stickiness, the innovative jean features particles from jade gemstones combined with treated cotton to help wick moisture and enable cooler denim.
“At VF, innovation all starts with the consumer understanding their needs so that we can design purposeful and compelling products. Our corporate innovation team collaborated with our Lee brand and a global network of universities, labs and mills to research and develop the JadeFusion line, ultimately addressing the consumer pain point of denim discomfort in hot, humid climates,” said Stephen Dull, VF's vice president of strategy and innovation.
“For the past few years, our Lee brand in Asia has been relentlessly focused on understanding the Asian consumer while doubling down on innovation and insights. Lee JadeFusion Denim is an example of these efforts and we are proud to be recognised by the Edison Awards as an innovator in our category,” said David Tring, senior product director, Lee Jeans Asia Pacific.
The Jade yarn is combined with treated cotton to create a new patent pending fabric that provides more wicking power, superior temperature regulation and quicker drying time than traditional denim. (NA)
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