Deconstructing denim's technical definitionfrom @frontoffice.co

Transcript

These jeans are denim. Blue, 100% cotton, pretty thick, and American. But denim isn't American, isn't blue, isn't thick, and isn't cotton. Well, it doesn't have to be. What denim is, is a way of making fabric. It's a way of weaving. A plain weave is when you have yarns going this way and that way. It's called a warp rank the weft. So a plain weave is when you go one up one down. So denim is two separate colors. These guys are blue, these guys are typically white. And instead of going one up one down, these white yarns go one up two down, or one up, three down. So if you unfocus your eyes, you can see that this better, creates these diagonal stripes. This blue one here, this white one tier, you can see that taking a look at your jeans now. And you know how it's one up, two down, or one up, three down? There's a different tier. Yeah? That means on one side, it's gonna be more blue, and the other side, it's gonna be more white. So that's the real definition of denim. And then there's the social understanding of what denim is. Right? A 100% cotton, blue, American. So how do we break those rules? So do you wanna see denim made out of wool? This is wool denim. We made this into a shirt. This is crazy, right? So this is Shetland wool from Scotland. And typically, Shetland wool gets made into these fluffy, hairy sweaters that you see. So it has turned this into a very shiny drapey fabric. So putting wool through that denim weave, like, gives it more durability, gives it more shine, but it retains that soft hand feel, that breathability of wool. But it doesn't have to stop at wool. We've been playing with another alternative denim. This thing called squid ink denim. So it mixes two different fiber types, Cotton this way and linen this way, which gives it the combined properties of two different fibers. So cotton gives it a very soft nice hand feel. Linen gives it added durability without sacrificing weight. This can be durable and super feather line. And that tight denim weave gives it a very shiny rank appearance. But the big denim project that we have is playing with the weaving structure of denim itself. So it's not just yarns going this way and that way, tier weaving a pattern into it. So this is fingerprint denim. So obviously, it's a pretty funky better. But this isn't purely decorative. Those swirls, that fingerprint pattern are swirls of elastane and it's designed to give you multi directional stretch. And the idea behind all of this experimentation, all this play worse, is that if we get to play with the technical definitions, we get to play with the expectations of what denim is, when we launch our BlueJeans best year, our regular jeans, we have, like, a greater understanding of what we wanna do.