Invista’s Cordura brand has announced the launch of its latest softened strength Cordura Denim Infinity fabrics featuring Lenzing Tencel fibre technology as part of its Authentic Alchemie collection debut.

The companies collaborated with Artistic Milliners, a leading Pakistan based denim fabric and apparel manufacturer, on the new collection that aims to combine softness and durability. The new denim fabrics are on display at the Outdoor Retailer Summer Market trade fair this week.

"By using Cordura fibre technologies combined with Tencel fibres, we build products to be comfortable and last. We are designing for durability, creating jeans that feel great and can be used in many situations and conditions from office to street, to outdoor... one jean created for a lifetime," said Omer Ahmed, Director (Fabric Division), Artistic Milliners.

Denim innovations

"Artistic Milliners continues to impress with its denim innovations - tracking flawlessly with what today’s consumer is searching for. They go beyond just traditional heavy denims, migrating to denims that can sit effortlessly with you throughout the day - wherever you may go," commented Cindy McNaull, global Cordura brand and marketing director.

"Incorporating Tencel allows us to add enhanced comfort benefits to our already comfortably durable Cordura Denim fabric, resulting in a softer side of durability for the next generation of performance denims."

Cordura Denim Infinity fabrics

Cordura Denim Infinity fabrics were developed in order to integrate the "best of both worlds" – softness with strength, fashion and function, durability with definition. Tencel fibre is said to bring additional comfort, strength and sustainability benefits to the collection.

“As denim takes on modern evolution, we're able to use our denim fabrics in ways that address our lifestyle. Cordura brand brings the long-lasting durability and strength, and we enhance it with comfort, softness and fashion,” said Tricia Carey, director of global business development at Lenzing Fibres.

“Our mill partner, Artistic Milliners, is at the forefront of innovation and development, and by blending these fibres we see that we’re able to take performance denim to another level.”

On display at OR show

Fabrics from the Authentic Alchemie collection are showcased at Cordura brand booth during the OR Show, along with a trend collaboration between the brand and Denim Dudes author Amy Leverton.

The 2017 trends are represented by The Future is Real theme, which introduced the Cordura Denim Originals Collection; Luxury in Lifestyle, which combines fashion with function, with the Cordura Denim Infinity Collection; and Di-Versitility, which represents engineered comfort with the Cordura Denim Freedom Collection.

Original designs from the Cordura brand + ESMOD collaboration, including a garment made with Artistic Milliners Cordura Denim, are also on display. ESMOD students developed style portfolios using a combined foundation of traditional workwear and inspiration from today's specialist sportswear. The garments showcased present the vision of these young designers for transitional work/lifestyle clothing.

High performance fabric

With leading brands including Lycra, Coolmax, Cordura, Stainmaster and Antron, Invista is one of the largest integrated producers of chemical intermediates, polymers and fibres.

The company’s Cordura fabric, known for its resistance to abrasions, tears and scuffs, is a primary ingredient in many high-performance gear and apparel products ranging from luggage, upholstery and backpacks to footwear, military equipment, tactical wear, workwear and performance apparel.

www.cordura.com