denim fabrics

Invista’s CORDURA® brand has announced the launch of its latest softened strength Cordura Denim Infinity fabrics featuring Lenzing Tencel fibre technology as part of its Authentic Alchemie collection debut.

The companies collaborated with Artistic Milliners, a leading Pakistan based denim fabric and apparel manufacturer, on the new collection that aims to combine softness and durability.

“By using Cordura fiber technologies combined with Tencel fibers, we build products to be comfortable and last. We are designing for durability, creating jeans that feel great and can be used in many situations and conditions from office to street, to outdoor… one jean created for a lifetime,” said Omer Ahmed, Director (Fabric Division), Artistic Milliners.

Denim innovations

“Artistic Milliners continues to impress with its denim innovations – tracking flawlessly with what today’s consumer is searching for. They go beyond just traditional heavy denims, migrating to denims that can sit effortlessly with you throughout the day – wherever you may go,” commented Cindy McNaull, global Cordura brand and marketing director.

“Incorporating Tencel allows us to add enhanced comfort benefits to our already comfortably durable Cordura Denim fabric, resulting in a softer side of durability for the next generation of performance denims.”

Cordura Denim Infinity fabrics

Cordura Denim Infinity fabrics were developed in order to integrate the “best of both worlds” – softness with strength, fashion and function, durability with definition. Tencel fibre is said to bring additional comfort, strength and sustainability benefits to the collection.

“As denim takes on modern evolution, we’re able to use our denim fabrics in ways that address our lifestyle. Cordura brand brings the long-lasting durability and strength, and we enhance it with comfort, softness and fashion,” said Tricia Carey, director of global business development at Lenzing Fibres.

“Our mill partner, Artistic Milliners, is at the forefront of innovation and development, and by blending these fibers we see that we’re able to take performance denim to another level.”