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Denim of Virtue introducing Polygiene treated jeans
15
Jul '18
Courtesy: Denim of Virtue
Courtesy: Denim of Virtue
The Asia branch of the Los Angeles-based premium denim brand, Denim of Virtue, is now introducing Polygiene treated jeans. The aim is to treat a major part of the Denim of Virtue-jeans sold in Korea, starting with the initial launch of designer jeans that stays fresh. The launch has been mainly made via the national Hyundai TV shopping channel.

“Denim of Virtue is searching for fabrics with state-of-the-art technologies that provides a comfortable denim with exceptional performance, and the Polygiene Stays Fresh technology helps us deliver on that. As the denim stays fresh, it can be washed less and will keep its original shape and feel longer,” says Christine Jun, CEO of Denim of Virtue Korea.

The aim is to treat a major part of the Denim of Virtue-jeans sold in Korea, starting with the initial launch of designer jeans that stays fresh. Sales via TV shopping channels are common in Korea and the launch is made via one of the major players, Hyundai TV shopping channel, that is part of the Hyundai business group.

“We are excited to see growth in the denim market, as Korea now is following Japan where treated denim was launched earlier this year. Polygiene Stays Fresh Technology adds functionality and performance to a pair of jeans and is perfect for denim that should not be washed too much. We are looking forward to following the development in this area and specifically with Denim of Virtue,” says Ulrika Björk, CEO of Polygiene. (SV)

Fibre2Fashion News Desk – India


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