Cordura brand arrives in fashion capital

04 Jun '10

4 min read

The INVISTA CORDURA brand team is delighted to unveil the most recent innovations in CORDURA Denim fabric at the sixth edition of the Denim by Premiere Vision show. At this exclusive trade fair which introduces denim innovations to the fashion industry, visitors will witness the launch of CORDURA Denim fabrics displayed at the INVISTA booth (stand M01) and Artistic Milliners booth (stand H56).

The latest in the line of CORDURA fabrics, CORDURA Denim fabric offers the authentic look, comfort and feel of traditional 100% cotton denim as well as long-lasting durability. Based on an intimate blend of cotton and INVISTA's T420 nylon 6,6 fiber, the line was created for use in full garments and provides additional value to its customers on account of its hardwearing properties.

Additional key benefits of CORDURA Denim fabric also include:

• Enhanced abrasion resistance - 4x that of a comparable weight traditional 100 percent cotton denim fabric (Martindale testing based on 13.75 oz denim fabric.)
• Exceptional colour fastness helping jeans stay looking new.
• The heritage of the CORDURA brand which has proven track performance in many of the world's toughest environments (can we add any examples here?)

INVISTA's CORDURA brand team and Artistic Milliners worked together to optimize the performance characteristics of this exciting fabric portfolio and Denim By Premiere Vision offers the ideal opportunity to launch this new innovation to the fashion arena. Artistic Milliners has also been bestowed the honour of being inducted into this year's Denim by Premiere Vision exhibition which is a recognition of its prowess within this field since only a selected number of mills and the most elite of the denim community are approved to participate in the show.

“We are honoured to be participating in this year's Denim by Premiere Vision show and working with an esteemed partner such as Artistic Milliners,” said Cindy McNaull, Global CORDURA Brand Manager and Marketing Director. “Whatever the occasion, be it formal or informal, this new line of CORDURA Denim fabric will provide our customers with the durability they need and the comfort they want.”

“CORDURA Denim fabrics aren't just longer lasting – they are also made to look good over time,” said Susannah Rayfield, EU Regional CORDURA Brand manager. “Designers work hard to create the right look in terms of their design and CORDURA Denim fabrics work hard to maintain that look.”

The Denim by Premiere Vision show in Paris, France will be held at the Halle Freyssinet, a former railway engine repair shop in the heart of Paris and in a neighborhood recently known for hosting a number of architectural projects and fashion shows. Customers are invited to meet the INVISTA CORDURA brand team as well as see the latest innovations in CORDURA Denim fabric at the INVISTA booth, stand M01, or at the Artistic Milliners booth H56.

Quality-Service-Innovation: These are the core values of Artistic Milliners. Established in 1949, Artistic Milliners is a fully vertically integrated textile set up with the aim of providing high-end customers with premium quality denim fabrics and garments. Artistic Milliners has the ability to cater to specific client needs with package deals such as product development at source, design support, shorter lead times, on-time deliveries and warehousing facilities.

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