NYDJ Debuts Shape Sense Denim and CBS Partnership

by · WWD
NYDJ launches Shape Sense.Courtesy

NYDJ is the latest denim brand to utilize The Lycra Company’s FitSense technology.

On Thursday, the women’s brand launched Shape Sense Denim, a collection spanning three fits, each designed with targeted shaping at the waist.

This is achieved through Lycra’s FitSense, a yarn and garment processing technology that allows brands to customize jeans with targeted compression shaping in certain areas without sacrificing comfort or changing the authentic look and feel of denim. The technology is a dual-core structure that wraps Lycra fiber with temperature-responsive fiber. The yarn goes in the weft throughout the entire garment. After a garment is made, manufacturers use a heat press to activate or lock-in shaping power in the desired areas. Activated areas will have lower growth due to the memory set.

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NYDJ

In NYDJ’s collection, the supportive fabrics are made with 69 percent cotton, 18 percent lyocell, 9 percent polypropylene and 4 percent elastane. The jeans provide extra lift and support through the front and back waist while maintaining the volume of the lower legs. NYDJ said they keep their form all day without bagging or sagging.

The collection includes the wide-leg Teresa, straight-fit Marilyn and the slim Sheri. The jeans are available in four washes and in regular and petite sizes 00-18. The retail price is $129.

Separately, on Thursday NYDJ and the CBS original series “Fire Country & Sheriff Country” are coming together for a co-branded storytelling partnership called Denim Country. The campaign is inspired by the women of the shows and its viewers, the brand said.

NYDJ said the partnership “brings together fashion and entertainment through wardrobe integration, exclusive content, social storytelling, influencer amplification and a co-branded consumer giveaway” with NYDJ denim serving as the natural through line. From Oct. 1 to Nov. 15, the co-branded capsule will be live on NYDJ’s website. A Denim Country giveaway across NYDJ and CBS social channels is also part of the collaboration. The giveaway will award five winners a “curated PR box” and $250 NYDJ gift card.

“The collaboration is an organic fit for NYDJ, a brand built around creating denim that supports women through every chapter of their lives. The women at the center of Sheriff Country and Fire Country embody that same sense of confidence and resilience,” the brand stated.

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