Jeans don’t have to be relegated to the back of the closet this summer. Though fabric weights have been on the rise with consumers prioritizing durability and designers choosing heavier fabrics for genderless and ’90s-inspired styles, NYDJ has a solution to beat the heat.
The women’s lifestyle brand introduced Cool Embrace Denim, a collection of bottoms made with fabrics comprised of cotton, Lycra and Coolmax blends that aim to keep the wearer comfortable as the temperature rises. The lightweight, breathable fabric facilitates air flow to the wearer’s legs, while Coolmax technology transports moisture away from the skin to the surface of the fabric where it evaporates quickly.
“The Coolmax technology will last the life of your jeans,” said Mark Peters, NYDJ director of consumer experience and retail store operations.
The collection spans skinny ankle jeans, bootcut ankle jeans, capri jeans with side split hems, and cuffed cropped jeans in white and blue washes. Trend-driven items include white distressed skinny jeans and denim skirts, shorts and jeans with scalloped hems.
Each style is equipped with NYDJ’s Lift Tuck Technology to flatten in the front and flatter curves in the back. Cool Embrace Denim styles retail for $79-$119 and are available in sizes 00-18.
Cool Embrace Denim is part of NYDJ’s effort to provide women with wardrobe solutions. In 2021, the brand introduced SpanSpring, a line of skinny jeans that stretch to fit three sizes. With SpanSpring, the brand aims to eliminate days when women’s jeans might feel snug.
In March, NYDJ branched into the booming resale economy with a partnership with popular resale platform ThredUp. Through the partnership, consumers can download a prepaid mailing label to send their gently used NYDJ and non-NYDJ garments in exchange for NYDJ shopping credit. The partnership coincided with the launch of “Better Fit. Better for the Planet,” a collection of jeans and tops made with organic cotton, recycled fibers and more responsible production processes.
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