Denim Meets Yoga…Riders® by Lee® Launches Heavenly Touch™ Denim
September 24 2014 - 10:14AM
Business Wire
Brand leads the way with jeanswear breakthrough
bringing together knit-like softness and comfort, with slimming
technology
Riders® by Lee®, long known for designing jeans, tops, and
casuals that fit and flatter women of all shapes and sizes at an
affordable price, today announced the launch of its newest
innovation – Heavenly Touch™ Denim – that will be hitting stores
October 1st. Women can now have the best of both worlds with the
softness of her favorite sweats or yoga pants, and the slimming fit
qualities of Riders by Lee.
“In the past few years, we’re seeing that the denim market is
now competing with leisurewear and knits, such as yoga pants and
leggings. Heavenly Touch denim is the result of that trend and the
desire for softness. It brings together the comfort and stretch of
yoga pants and the slimming capabilities of premium denim. The same
capabilities consumers have come to know and love from Riders by
Lee jeans,” said Joyce Markwell, vice president of merchandising
for Riders by Lee. “We pride ourselves on designing stylish
clothing that women want to wear because it makes them look and
feel their best. Heavenly Touch allows us to meet the needs of our
consumers by providing them with a soft and slimming option that is
perfect for a wide variety of occasions.”
Touching is believing with Heavenly Touch denim; the innovative
fabric construction is brushed inside and out to create an
ultra-soft feel that will have everyone calling these the
“Oh-so-soft-jean!” The favorite Riders by Lee slimming qualities
such as a tummy-control panel and no-gap waistband are still
present in the new line, but some key modern upgrades add even more
value.
Heavenly Touch denim is an innovative Slimming StretchTM fabric
that provides superior fit for all body types, stretch that moves
with the body without bagging out at the end of the day, and the
previously unmatched comfort of knit pants. Riders by Lee conducted
extensive fit testing on the jeans offering numerous groups of real
women the chance to wear them through all their daily activities
from Saturday morning soccer to Saturday night on the town.
The jeans proved able to stand up to real-life testing without
losing their shape. The versatile mid-rise jeans are available in
skinny leg and boot cut styles.
Along with the Heavenly Touch styles, Riders by Lee’s Fall 2014
line features the brand’s classic jean styles, such as Modern Fit,
Glitz and Slender Stretch™, casual pants, tops, and plus-sized
styles. All styles retail for around $20 or less at value-minded
retailers nationwide, providing a range of affordable options to
help women look and feel their best.
For more information about Riders by Lee, please visit
www.RiderbyLee.com, also visit the brand on Facebook,
www.Facebook.com/RidersbyLee, Instagram,
www.Instagram.com/RidersbyLee, Twitter, @RidersbyLee, or Pinterest,
www.Pinterest.com/RidersbyLee.
About the Riders® by
Lee® brand
The Riders® by Lee® brand is known for affordable, fashionable
and innovative clothes for women of all ages, shapes and sizes.
Retailing for around $20, the styles
are developed to fit real women’s body shapes and provide
the fit solutions specific to the individual needs. Riders® by Lee®
jeans, casuals and tops are available at value-minded retailers
nationwide. For more information about Riders® by Lee® or to locate
a retailer, visit www.RiderbyLee.com or call 1.800.874.3370.
Riders® by Lee® is brand owned by VF Corporation (NYSE: VFC),
which is a global leader in the design, manufacture, marketing and
distribution of branded lifestyle apparel, footwear and
accessories. The company’s highly diversified portfolio of 30
powerful brands spans numerous geographies, product categories,
consumer demographics and sales channels, giving VF a unique
industry position and the ability to create sustainable, long-term
growth for our customers and shareholders. The company’s largest
brands are The North Face®, Vans®, Timberland®, Wrangler®, Lee® and
Nautica®. For more information, visit www.vfc.com.
For Riders® by Lee®Allison Showalter,
919-277-1158ashowalter@fwv-us.com
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