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Cordura launches new durable denim collection at Denim Première Vision

Cordura brand and Denim Dudes author Amy Leverton collaborated on the collection to bring fresh insights to tomorrow's durable denims.

19th May 2016

Innovation in Textiles
 |  Wichita, KS

Clothing/​Footwear

Invista’s Cordura brand has announced the launch of its latest Cordura Denim fabric portfolio – the Authentic Alchemie Collection – at Denim Première Vision, which finished this week in Barcelona, Spain.

Fabrics from the collection were showcased by Cordura Denim authorized mills at the show, including a spotlight feature on Artistic Milliners stand. Cordura brand and Denim Dudes author Amy Leverton collaborated on the collection to bring fresh insights to tomorrow's durable denims.

"Consumers look for authenticity in people, in brands and in turn, in the fabrics they want to wear," said Leverton. "The trick to future success in the textile industry is for manufacturers and mills to stick to what they do best. Cordura brand has done just that with the Authentic Alchemie Collection, focusing on its core - durability - but extending that to versatile, cross-functional denim innovations."

Durability and comfort

The Authentic Alchemie Collection aims to merge elemental durability of Cordura fibre with transformation, creation and combination. These technical denims are developed from crafted blends of natural and man-made fibres to deliver stylish, versatile, high performance and functional materials, the company reports.

"Today's consumer is searching beyond just traditional heavy denims for ones that can sit comfortably with them throughout the day - wherever it may take them," said Cindy McNaull, global Cordura brand and marketing director. "The Authentic Alchemie Collection is designed to push the boundaries of durability with stylish, modern and comfortable fabric combinations that are suitable for any product, market or lifestyle."

Trends

The collection focuses on three key trends and featured for denim in 2017. The Cordura Denim Originals Collection aims to fit the chaotic lifestyle linked to technology. According to the company, this season is about getting back to basics, embracing simplicity, spirited off-the-grid adventures – and fabrics that can keep up.

The Cordura Denim Infinity Collection aims to combine the best of different worlds. Lifestyle is high-style, the company reports – today's consumer expects products that are tailored to individual needs. This means combining strong with soft, form with functionality and durability with definition. Finally, the Cordura Denim Freedom Collection aims to provide comfort and fabric versatility to fit the need of the everyday person.

Artistic Milliners

Artistic Milliners is one of the brand's valued authorized mills, which debuted its Authentic Alchemie Collection of Cordura Denims at the exhibition.

"By using Cordura fibre technologies, we build products to 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.

Original designs from the Cordura brand + ESMOD collaboration – made with Artistic Milliners CORDURA Denims – were also on display to help showcase the Authentic Alchemie Collection. ESMOD students developed style portfolios using a combined foundation of traditional workwear and inspiration from today's specialist sportswear. The garments presented the vision of these young designers for transitional work/lifestyle clothing.

www.cordura.com

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