Performance jean brand dish and DU/ER is at it again with a new athletic denim campaign focusing on an exclusive new fabric material, entitled Nature2X, that is filled with high-tech woven fibers that whisk moisture away. These jeans are designed to be odor-repelling, fast-drying and extremely stretchy, allowing the wearer to feel unrestricted and embrace an active lifestyle.
The NatureX2 denim fabric is made from a four-strand custom weave, allowing for moisture to quickly dry and the material to stretch while retaining its original shape. Despite the performance technology, the material looks and feels like denim, giving it a multi-functional use for everyday and fitness wear for men and women. Both dish and DU/ER NatureX2 jeans are currently available for purchase through Kickstarter where the brand has already surpassed its $20,000 pledge goal in just a few short days.
The newly engineered fabric speaks to consumers' desire to find dual-functioning clothing that suits a variety of activities while remaining fashionable and long-lasting, allowing the wearer to seamlessly transition between lifestyles.
Athletic Denim Campaigns
The Sweat-Resistant Jeans by dish and DU/ER Offer Lifestyle Functionality
Trend Themes
1. Athletic Denim - Opportunity for clothing companies to incorporate high-tech woven fibers, odor-repelling and fast-drying materials in their denim products for active lifestyles.
2. Dual-functioning Clothing - Opportunity for fashion brands to create multi-functional clothing that suits a variety of activities while remaining fashionable and long-lasting.
3. Moisture-wicking Technology - Opportunity for textile companies to develop fabrics that quickly dry moisture and stretch while retaining its original shape for athletic wear.
Industry Implications
1. Fashion Industry - The fashion industry can adopt the trend of creating multi-functional clothing that suits a variety of activities while remaining fashionable and long-lasting.
2. Textile Industry - The textile industry can use the trend of incorporating high-tech woven fibers and moisture-wicking technology to develop fabrics for athletic wear.
3. Athletic Wear Industry - The athletic wear industry can use the trend of incorporating high-tech fabrics to create products that cater to the needs of active lifestyles, such as odor-repelling and fast-drying materials.