Building a Fast Selling
Denim Brand
Taking the denim world by storm is DL1961 Premium Denim, a New York-based denim brand that delivers 360-degree stretch in jeans.
When the brand launched in 2008, the company didn’t simply include Lycra as a branded ingredient, they worked with Invista to develop the best possible fabric for their brand.
With retail prices starting from US$120, Lycra has played a contributing role in DL1961 Premium Denim’s success through the brand value of the Lycra hangtags, as well as through the fabric development.
Because of the relationship with Invista we have been able to do research and development as a team, something we couldn’t have done if we were just sourcing a generic spandex. It is a good partnership.
DL1961 Premium Denim is now available in 1200 stores worldwide. “It’s been a fast trajectory upwards,” said Sarah Ahmed, director of marketing and brand promotion, adding that the partnership with Lycra has helped the brand 100 percent to get to this position in such a short period of time.
“Because of the relationship with Invista we have been able to do research and development as a team, something we couldn’t have done if we were just sourcing a generic spandex. It is a good partnership.”
The concept behind DL1961 is based on a perfect fitting jean made with revolutionary four way stretch fabric. “The whole line is based on Lycra. In terms of fabrication in two-way stretch our jeans offer up to 27 percent stretch, as a result of using Lycra XFIT. They look like regular denim, but it is actually the ‘crème de la crème’ of denim.
“All our hangtags have the Lycra XFIT logo and a brief explanation of the technology behind it,” said Ms. Ahmed.
The company has now decided to develop a menswear collection using Lycra XFIT, however consumer research has shown that men associate the term ‘stretch denim’ with the womenswear market. To overcome this, DL1961 decided to put a technology spin on it. “It is more about comfort, clean lines and fit.
The response from men is: “wow, this is a cool product”.
They associate it with the technology and science,” explained Ms. Ahmed.
