Issue link: https://viewer.e-digitaledition.com/i/1045322
DENIM brand Cushnie et Ochs to create a special collection for the Lee Body Optix line which debuted at New York Fashion Week. "With consumers craving denim that's geared toward vintage inspired designs and 90s styles — this is the perfect time for heritage brands, like Lee and our more than 125-year legacy," noted Caldwell. Lee started as a workwear brand, creating the Union-All work jumpsuit in 1913. A modern take on the Union-All Coverall, part of the brand's Vintage Modern line (incor- porating vintage design elements into denim updated for today's consumer), is sold at lee. com and freepeople.com for $138. Overalls and coveralls have been relevant at many points throughout history, including being worn by soldiers in WWI, railroad workers in the 1930s, Rosie the Riveter in the 1940s and the feminist movement of the 1970s. Lee's Vintage Modern line also includes a high-rise cropped wide leg jean, a modern high-rise skinny and a modern pinup mom jean. Interest in the Utilitarian MaterialsMove Founder Linda Keppinger explains, "the workwear trend runs parallel and is complementary to current denim trends. This trend is fed by consumers' interest in the utilitarian aspect of products that service a specific need or for products that simply last longer." While some silhouettes mirror vintage shapes and others nod to military- inspired or utilitarian details, overall "people are experimenting with new shapes, designs and finishes as another way to express their unique person style," she said. "New innovation blended with iconic styling creates a distinctive product," noted Jamie Fason, merchandising category leader for Wrangler Female. While skinny has become a staple, a high-rise element keeps it fresh. Denim jackets also have a loyal following, as do carpenter jeans, with Wrangler marketing both in its Born Ready line. As well as conjur- ing a flash back to 1990s/2000s hip hop, the jeans "pay tribute to Americana workwear roots" and feature "oversized patch pockets and a side hammer loop up their authenticity, while the cropped length and high rise give it a fashionable, feminine fit," according to a Wrangler website description. "What is trending are 'real' jeans, authentic makers, and validity that it is a true crafted jean from a credible denim making brand," Vivian Rivetti, Wrangler VP of design, added. Whether it be workwear, utilitarian or retro- inspired, functional and purposeful details are what make a pair of jeans Wrangler. "I like to believe, and so do most consumers, that jeans are meant to be cherished, and are not disposable fashion. They are the foundation or anchor of your outfit," noted the exec, adding, "Heritage-type brands with authenticity can deliver that to the consumer." l 36 • Textile Insight ~ November/December 2018 textileinsight.com TRENDSETTERS 2018 Wrangler Born Ready Carpenter Jean and Jacket Lee Body Optix