Riders by Lee launches yoga-inspired denim pants for its American customers

By

Olivier Guyot

Published
Oct 20, 2014

It's the same problem being encountered by all the American denim makers. In the past few years, American women, fans of comfortable products, have been trading in their versatile jeans for leggings and cotton leisurewear.

In fact, fitness, ready-to-wear and fast fashion retailers have all jumped on this yoga-fitness bandwagon. A particularly strong trend in the United States.

Lee, a brand of jeans from the VF Corporation, aimed at the mass market in the USA, is testing out an initiative to counter this loss of consumers. With Riders by Lee, which targets women aged 35-50 with all types of lifestyles, Lee proposes a label in which "denim meets yoga". The message couldn't be any clearer.

"In the past few years, we’re seeing that the denim market is now competing with leisurewear and knits, such as yoga pants and leggings. Heavenly Touch denim is the result of that trend and the desire for softness. It brings together the comfort and stretch of yoga pants and the slimming capabilities of premium denim," said Joyce Markwell, Vice President of Merchandising for Riders by Lee.

The brand is mainly sold in Kmart, Wallmart, Shopko and Blain’s Farm & Fleet stores in the USA. The Heavenly Touch products will be available for sale as of October 1 and will retail for around $20.