News

Contouring with makeup can transform your cheekbones - and now the same concept has been applied to denim. Focusing on your bum rather than your face, the idea behind Lee Jeans new denim line is an enhanced backside that relies on optical illusions and good lighting. The new range, Body Optix, was designed by VF Cognitive and Design Lab and uses optics, or the scientific study of sight and the behaviour of light, to transform your body shape. According to their website, the jeans use 2D designs to create 3D effects - mainly geodesic shaping, which “creates a perkier backside by...

Wrangler has launched an innovative new type of denim that will eradicate water waste typically generated from conventional dyeing techniques. It can require thousands of litres of water to make just one pair of jeans. The repetitive drip-and-dry dying method typically used in manufacturing uses numerous large vats of water that are then discarded after use. The American label has created a new sustainable process in a bid to combat the environmental consequences of this. The new technique, named Indigood, was created in partnership with Texas Tech University and a Spanish fabric mill in Valencia called Tejidos Royo. It replaces water with foam to transfer...