Soft denim usually comes at a cost: more processing, more water, more chemicals in the laundry. In June 2021, Azgard9 set out to show that it doesn't have to. "Soft Thrills is our collection based on TENCEL fibers," Jason Eis, Vice President Sales and Marketing, North America, told Lenzing's Carved in Blue. "It is truly the best of both worlds, where quality and sustainability go hand-in-hand."
The collection was developed under Azgard9's vision of bringing LITE, low impact technologies, to fashion. According to Jason Eis, LITE ensures "remarkably reduced consumption of water and energy", and the products are developed to use as little water and chemicals as possible at the garment-washing stage.
He described several articles in the range:
- a power-stretch cross-hatch fabric of TENCEL™, organic cotton and Dual FX stretch technology, with a super-soft touch and authentic denim look, aimed at men's skinny jeans a lightweight rigid shirting fabric of TENCEL™ fibres and unbleached cottonised hemp, naturally antimicrobial and 100 percent biodegradable, designed so that "the more you wear it,
- the softer it will be" from the AzGreen circular collection, a high-stretch denim of Repreve recycled fibre, REFIBRA™ technology, organic cotton and elastane, with excellent stretch and recovery
Key facts
- CollectionSoft Thrills, presented June 2021
- VisionLITE, low impact technologies, for reduced water and energy use
- Key fibresTENCEL™, organic cotton, cottonised hemp, Repreve, REFIBRA™
- SpokespersonJason Eis, VP Sales and Marketing, North America
- Related rangeAzGreen, Azgard9's circular-economy collection
Soft Thrills shows how Azgard9 helps brand partners offer comfort and lower impact in the same pair of jeans.
