Sustainable Fabric Series: All About DECADE DENIM™
Revtown’s Story
DECADE DENIM™ is the trademark fabric founded and used by the innovative jean company, Revtown, for the world’s first comfortable jeans. The company was established by three alumni of the sports and athletic brand, Underarmour.
Henry Stafford, Under Armour’s former Chief Merchandising Officer, Steve Battista, a former Senior Vice President of creative at Under Armour, and Matt Maasdam, the former head of Under Armour’s e-commerce team, are the three founders of the startup specializing in performance jeans, Revtown.
Before establishing Revtown in Pittsburgh (Pennsylvania, US), in 2018, the trio had left the United States and headed off to the fashion capital of Italy, Milan, after designing athletic and training apparel for two decades.
What is DECADE DENIM™?
Other than traditional jeans, which most of the time need to be broken in, Revtown’s jeans made from DECADE DENIM™ are very comfortable and fit perfectly throughout the day - without having to experience the daily discomfort of squeezing and stiffness of designer jeans.
Jeans made from DECADE DENIM™ are weaved in a strong, durable thread as the fibres used in American football pants and yoga leggings, hence, your pair of jeans won’t lose their shape over time.
The revolutionary fabric is extremely soft and stretchy at the same time, thanks to the combination of soft Italian yarn and Premium Italian denim used in their jeans production. Furthermore, the fabric creates what Revtown calls a “four-way stretch”, which simply means you can wear DECADE DENIM™ jeans feeling like you’re wearing comfortable leggings or sweats, on the inside, and a perfectly fitting pair of jeans on the outside. Revtown themselves state that “it makes you feel like you’re wearing your favourite sweats.”
Why is DECADE DENIM™ sustainable?
Besides their focus on creating the world’s most comfortable jeans, sustainability is Revtown’s priority when it comes to the production of their jeans. They claim that the environmental regulations of their jeans production “are the strictest regulations in the denim industry.” DECADE DENIM™ jeans are made from exclusively BCI-certified cotton, sustainability dyed shrimp and nutshells, and orange peels. Through the Better Cotton Initiative (BCI), cotton farmers learn how to grow cotton efficiently without increasing the environmental footprint of cotton farming. On top of that, all the produced waste is fully recycled back into denim yarn.
Every single pair of jeans by Revtown is available at an affordable price of $79 since the jeans are sold directly online and shipped to the customers.
Revtown ensures to always get you the best fit with their digital tailor. By entering your details around your height, weight, age, and body type, they will recommend a specific size for you.
How does Kleiderly. contribute?
With our patent pending material made from recycled waste clothing, we can solve two environmental problems at once. Our award-winning, energy-saving technology helps to derive clothing waste and overproduction away from landfill and recycle it into a sustainable plastics alternative.
Kleiderly’s material can be used for various products - from coat hangers to sunglasses. The possibilities are endless. After it‘s usage, the products can be sent back to us and be recycled multiple times, creating a truly circular economy.
Sources:
https://www.revtownusa.com/pages/about-us
https://www.revtownusa.com/pages/decade-denim
https://www.businessinsider.de/international/revtown-jeans-review/?r=US&IR=T
https://www.businessinsider.de/bi/revtown-womens-jeans-review/?r=US&IR=T
