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indiDenim adds Ashbury style in women's plus size jeans
Feb '09
indiDenim announces the addition of a women's plus size jean silhouette to its style lineup for women. indiDenim's addition of plus sizes makes designer jeans a reality for the plus size consumer who is often overlooked by other premium denim brands.

According to research group Mintel, more than half of their female respondents over 18 years old purchase plus size clothing. Research group estimates the plus apparel segment to be a $47 billion market that continues to grow, nonetheless fashionable plus size options remain astonishingly limited.

"For many women, it is impossible to obtain cute, stylish jeans in their size; the selection of designer jeans in anything above a size 14 is practically non-existent," said Marybeth Luber, President of indi. "We believe that there is a perfect jean for all bodies, so adding a style for fuller figures has been an important initiative for indiDenim. For women who crave style but have fewer options in the marketplace, we enable our customers to design their own jeans exactly to their liking."

indiDenim's plus size jean style, called the Ashbury, can be customized with the same options available with the brand's previously introduced five-pocket jean styles. Women can choose their own fabric, finish, back pocket details (including over 30 new pocket options), and more. Leg options include flattering bootcut, straight, and tapered styles. Together, the possible combinations represent millions of possible jeans. All Ashbury jeans will feature a contoured waistband that sits securely on the body and prevents gaping at the waist.

"We invested a lot of time at indiDenim to determine a silhouette that would offer the most slimming, flattering fit for plus size figures," said Edie Jacquez, indi's Director of Product Development and resident fit expert. "The style is just the starting point; women get to create their own look from there."

So what do the indiDenim stylists recommend? "Jeans with bootcut legs balance the figure and adding a crease will help elongate the leg," Jacquez explained. "Pockets are a must. There's a misconception that a 'no pockets' look is more flattering -- but we disagree. Women with large hips and thighs should stay away from sanding and heavy embellishment or back pocket flaps, as these details emphasize curves. The best bet is to go with dark denim, and a bootcut or straight leg."

The indiDenim brand offers both and women's custom jeans with literally hundreds of variations from which to choose. indiDenim creates a unique pattern for each customer by aggregating answers to visually prompted fit questions. The customer's jeans are cut and sewn from the pattern specification and shipped in about four weeks. indiDenim backs its products with a full refund policy. All order information, including each customer's unique pattern, is saved indefinitely for future re-orders.


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