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A denim design exploration by the House of Denim Foundation x Jean School students in collaboration with The LYCRA Company and 7 of the most progressive denim mills in the world.
Amsterdam, April 13, 2022
“Which denim would generation Z design for its generation?” was the question the House of Denim team asked when thinking about the future of stretch denim with The LYCRA Company. Being the co-founder of Jean School, the first and only denim educational institution in the world, the House of Denim collaborated with 30 students of Jean School, Amsterdam, seven of the most progressive mills in the world and The LYCRA Company to answer this question. The most innovative and sustainable stretch denim fabrics of today were the medium. The result: A perspective on the future of denim and an exhibition with 14 designs titled “Stretch Yourself” that will be launched at the denim trade show Kingpins, Amsterdam, on April 20-21.
Education by industry leaders and unrestricted creativity: couture meets casual
All participating students got lectures by The LYCRA Company team and live online presentations by the participating denim mills. The mills sent out their most premium fabrics to the House of Denim and students were free to choose which fabrics they wanted to work with.
Mariette Hoitink, co-founder of the House of Denim, says,”What excited me about this project with Jean School, Lycra, and these seven mills is that we started with an educational segment on sustainability and innovation involving all mills and that we kept it open for the students to design whatever they felt like. The mills provided the students with super special fabrics. The end result ranges from well designed tight and baggy pants to dresses that question gender. Couture meets casual. The title of the exhibition, “Stretch Yourself”, really applies; the students worked day and night to come up with the final results and took a totally unexpected take on stretch denim. The whole project reflects diversity and inclusion and supports creativity.”
Amongst the most innovative and sustainable denim mills in the world
Participating mills in “Stretch Yourself” are Calik Denim, Bossa Denim, Orta from Turkey; Naveena Denim Mills and Soorty Enterprises, Pakistan; DNM Denim, Egypt; and Advance Denim, China.
Innovative technologies by The LYCRA Company
Any close-fitting style of jeans or any body-positive garment will need to use a stretch fabric because otherwise, the garment would be uncomfortable and restrict movement. The new generation of innovative, premium stretch denim is redefining comfort and quality. It’s more durable and more sustainable.
Helen Latham, Sr. Strategic Accounts Manager of The LYCRA Company says, “It is our goal to collaborate with jeans designers of the future in our industry, supporting them to share our innovative technologies. Their inspiration and intellectually fresh ideas inspire us.”
All of the fabrics used in the Stretch Yourself project are available at Denim City for design and sample purposes. After Kingpins, Stretch Yourself will find a home at Denim City, Amsterdam until June 31st.
Source: Fashion United
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