The collaboration will be accompanied by a comprehensive campaign with various marketing and sales activities, including eye-catching PoS materials as well as hangtags, pocket flashers and labels on the product, which clearly illustrate the advantages of the new MoveOn jeans. A unique Denim Ambassador training programme will support and motivate the sales staff in the Mustang stores.

With the new MoveOn collection, Denim specialists Mustang and Isko will be breaking new ground in terms of comfort and freedom of movement and the offer is totally unique in the market, said Isko in a press release.

The new MoveOn collection uses the patented technology Isko Blue Skin, a fabric featuring a stretch that works four ways. Like a second skin, the extra-light stretch fabric goes along with every movement, provides extraordinary support and stability, and is comfortable to wear. The denim fabric has a 360° elasticity and expands in all directions. As a result of the special weaving technique, MoveOn has a refined and extremely comfortable fit. An authentic denim look with contemporary washings completes this sophisticated denim product. The jeans will become an absolute highlight in the upcoming autumn/winter season because of elaborate details and high quality use of materials.

"Mustang is a byword for freedom, adventure, and authenticity. These values, our thoroughly honest denim philosophy, paired with Isko's innovation and patented technologies, are 100 per cent reflected in the design, fit, and comfort of the new MoveOn jeans. The jeans establish a new level of wearing comfort for everyone who loves denim. These are real purchasing arguments for the customer and therefore, a competitive advantage in the market. We have confidence that the MoveOn jeans will establish themselves as the denim must-have for everyone who wears jeans," said Daniel Peterburs, chief product officer, Mustang.

"It has been an absolute pleasure to work with Mustang on the MoveOn launch: Isko and Mustang are two great brands coming together to unite their expertise in fashion and product innovation! The Isko Blue Skin patented technology ensures freedom of movement and extreme comfort, and its fabric

characteristics are a guarantee of perfect, long-term wearability for the Mustang customer. A guarantee of success," said Elena Faleschini, global field marketing manager, Isko.  

Mustang was the first European denim brand who brought the jeans to Germany in 1932, made them suitable for everyday use and made them available for women for the first time – a real revolution.

Isko, the leading ingredient brand on a global level, is the first denim producer in the world to be recognised with the Nordic Swan and EU Ecolabel certifications. With a global presence and offices in 35 countries, Isko is part of Sanko Tekstil, the textile division of Sanko Group. (PC)

Fibre2Fashion News Desk – India