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Dish Jeans launches DRT Jeans for men
Mar '10
Men who love their stylish denim will discover a new dimension in jean comfort and fit this coming fall thanks to the introduction of DRT Jeans by Dish Jeans Ltd., makers of the Dish and Desi jeans labels for women. Targeted for distribution among independent retailers throughout North America, DRT Jeans puts a new twist on eco-friendly fashion.

“Each year, 67 pounds of clothing per person ends up in landfills,” says DRT Jeans Creative and Design Director Donald Johannesson. “DRT's philosophy is a bit organic and, while we use some organic fabrics in the collection, we believe the real environmental issue is one of quality. The better the product, the longer it will last and use up less of the world's limited resources.”

As its name suggests, DRT Jeans was conceived as denim with an earthy style sensibility characterized by classic indigo ringspun designs available in diverse fits, fabric washes and finishes that appeal to varied consumer tastes. The brand's eco-sensitive stance challenges the prevalence of disposable, fast-fashion garments by investing in a design and production process that creates a better jean.

The styles in the DRT Jeans assortment share a durability achieved through the reinforcement of five key stress areas in each jean:
- Back pockets feature extra fabric to avoid the consumer's wallet wearing through.
- Belt loops are inserted into the waistband and reinforced with bar tacks to secure them.
- Hems have extra fabric sewn on the inside to prevent the back hem from falling apart due to fraying.
- Front pockets are riveted to keep seams intact.
- Front pocket bags have an extra chain stitch – the strongest stitch in jeans construction – and a bartack at the bottom to ensure nothing falls through.

In addition to giving consumers a quality jean with a longer life, DRT Jeans enhances their wearing experience with construction that improves the fit and performance of select styles using design inspired by ergonomics.

Two of the “ergo” styles, a slim-straight style named Marcus 1 and a motorcycle jean called Marcus 2, are designed to complement the hectic lifestyles of young men on the go with darts at the front knee and seaming at the back of the knee to mold the jean to the wearer's body. A seamed back yoke allows the jean to conform to the wearer's back, creating an almost aerodynamic silhouette that mimics the body's natural shape and movement, bringing new meaning to the phrase “form follows function.”

Style-wise, DRT Jeans has something for everyone. Consumers who prefer classic looks with a roomier fit can select from the label's range of bootcut, relaxed straight and slim-straight cuts while hipsters can make their trendy style statements in DRT's slouchy fits with rolled hems or skinny tapered jeans worn with boots.

DRT Jeans offers premium denim quality at accessible prices ranging. Sizes include 28 through 40.

Founded in 1998 asa surf lifestyle brand then purchased in 2001 by denim industry veteran Gary Lenett, Vancouver-based Dish Jeans Ltd. manufactures and markets the contemporary women's brand Dish Jeans, DESI, a line of stylish denim with functional benefits for women ages 35+, and the newly launched DRT Jeans for men. Dish Jeans Ltd. distributes premium quality denim and sportswear at independent retailers throughout North America.

Dish Jeans Ltd

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