On her annual trip to Aspen, Mariah Carey was seen wearing J Brand leggings in Seal. I find Mariah to not be as flashy as usual, it’s kind of refreshing. Though, her boots are kind of out there for the snow. I hear she always walks like she is in heels, even barefoot. Buy these jeans at J Brand.
True Religion has had quite a busy year. The company has expanded and opened more freestanding stores. This spring will also launch a new style campaign for the brand.
They have enlisted Sports Illustrated Model, Tori Praver and men’s model Gabriel Aubry to be the face of the new campaign. Jeff Lubell, the company’s director, feels that the new campaign will help shift the brand’s image from hippy to upscale. “It is a lot more glam, more glitz, but not moving away too far from our roots,” said Lubell. “They both had that hippie, bohemian-chic look that I look for in choosing high-fashion models,” he said. “At the same time, they also gave me the glamorous side of the business.”
The new ads will also be featuring more of the non-denim aspects of the brand, such as vests, shoes and shirts, which were modeled by Gisele Bündchen in last year’s campaign but will highlight their accessibility to the consumer.
Genencor, a biotechnology firm has created a new denim processing plant. PrimaGreen is a denim processing plant that is environmentally friendly. The processing plant is innovative due to the fact it uses naturally occurring enzymes to create certain effects, rather than bleach which can be harmful to the environment. Of the PrimaGreen series, the latest, PrimaGreen EcoLight 1, is a liquid biodegradable enzyme that can be used in the laundering process to attain a vintage look in denim. When used with other PrimaGreen products, that allow for low-temperature denim fading and abrasion, the company believes water and energy usage can be cut by 40 to 70%.
“It’s very obvious that [the textile industry] is one of the most polluting industries there is,” said Nico van Schoot, senior global marketing manager for Genencor’s textile business. The process of washing, bleaching and dyeing garments often requires a lot of water at high temperatures, meaning more energy usage. However, van Schoot said he’s seen brands and retailers over the past several years take more of an interest in how their goods are made.
While using more environmentally friendly products can be more costly, van Schoot emphasizes that it’s the overall cost, both on the environment and for the company, that denim companies are becoming more concerned with. This is certainly a step in a greener direction!
Article from WWD.com