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Riders by Lee set to launch a denim-meets-yoga collection
Sep '14
Riders by Lee, the women’s casualwear brand known for its fitted designs that flatter all shapes and sizes, is set to release a new revolutionary line which would combine the stretchy comforts of a traditional yoga pants along with the label’s signature slim fitting qualities.

Named as Heavenly Touch Denim, the range, which is slated to hit the stores from October 1st, 2014 onwards, is crafted from an innovative Slimming Stretch fabric that has been brushed inside and out to create an ultra-soft feel.

Replete with a tummy-control panel and no-gap waistband, the fitted versatile mid-rise jeans, which according to the brand would not sag or bag out due to a prolonged wear, will be available in skinny leg and boot cut styles.

“In the past few years, we’re seeing that the denim market is now competing with leisurewear and knits, such as yoga pants and leggings. Heavenly Touch denim is the result of that trend and the desire for softness,” says Joyce Markwell, the vice president of merchandising for Riders by Lee.

“It brings together the comfort and stretch of yoga pants and the slimming capabilities of premium denim. Heavenly Touch allows us to meet the needs of our consumers by providing them with a soft and slimming option that is perfect for a wide variety of occasions,” he adds.

Apart from the newly introduced Heavenly Touch Denim looks, the label’s main line for the Fall 2014 season will feature jeans in Modern Fit, Glitz and Slender Stretch styles, casual pants, tops, and plus-sized clothing. The range will be available at all value-minded retailers nationwide.

The Riders by Lee brand specializes in affordable, fashionable and innovative clothes that have been developed to flatter real women’s body shapes and provide the fit solutions specific to individual needs.

The company is owned by VF Corporation, which is a global leader in the design, manufacture, marketing and distribution of branded lifestyle apparel, footwear and accessories. The clothier’s largest brands are The North Face, Vans, Timberland, Wrangler, Lee and Nautica. (PB)

Fibre2fashion News Desk - India

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