Mar 5 2009
At the forefront of cutting edge fashion and technology, Dow Fiber Solutions, a business unit of The Dow Chemical Company, is dedicated to pioneering innovations for the textile industry; pushing boundaries in order to redesign the rules. Dow Fiber Solutions has partnered with Paige Premium Denim to launch Next Generation DOW XLA™ fiber in an exclusive “Paigeaholic” jean. The world’s first and only olefin-based stretch fiber, DOW XLA™ offers limitless possibilities and breakthrough benefits for the treatment, durability, and comfort of denim.
The “Paigeaholic” jean was inspired by the recently released Touchstone Pictures’/Jerry Bruckheimer Films’ movie, “Confessions of a Shopaholic”, starring Isla Fisher, and is made of the finest premium materials including DOW XLA™ stretch fiber for a superior fit that retains its color and shape better. The jeans are branded with a special hangtag and in-store signage utilizing the “Shopaholic” movie iconography. Customers were encouraged to trial and purchase the “Paigeaholic” jean in-store by receiving a voucher to see the “Shopaholic” movie free for trying on the jean. To complement the in-store promotions, a “Paigeaholic” micro-site was launched on the Paige website, www.paigeusa.com, and a Paigeaholic giveaway was activated on style websites and blogs.
Dow Fiber Solutions has aggressively penetrated DOW XLA™ fiber in the denim market with premier partners at all levels of the supply chain, from world-class denim textile mills to globally recognized consumer brands. Holiday Watson, global public affairs and brand leader for Dow Fiber Solutions, says, “The collaboration with Paige Premium Denim to launch the ‘Paigeaholic’ jean demonstrates the strength of Dow Fiber Solutions’ market-facing strategy and directly connects us to our partners throughout the value chain to ultimately deliver a superior fitting jean that the consumer demands. These types of collaborative partnerships also play an important role to influence other global brand leaders to use DOW XLA™ fiber to bring differentiated value to the market.”
Paige designer, Paige Adams-Geller, says, “I am thrilled that Paige Denim is part of ‘Confessions of a Shopaholic’ as the movie’s star, Isla Fisher, has been a ‘Paigeaholic’ since our brand launched. The ‘Paigeaholic’ jean was inspired by Fisher’s cheeky character – a gal that echoes my own love of fashion. When Disney came to us with the opportunity to partner on the film we were thrilled to enhance that promotion by also working with DOW XLA™ to create a sexy and wearable jean for Shopaholics everywhere.”
Resilient, high-performance DOW XLA™ olefin-based premium stretch fiber offers creative freedom for designers to “Redesign the Rules.” When DOW XLA™ is fully incorporated into any garment it ensures an incredible fit, luxurious feel, and longer shape retention. It inherently resists high heat and harsh chemical treatments, redesigning the rules for a variety of never seen before effects. DOW XLA™ changes the traditional manufacturing restrictions for denim apparel as innovative washes can be applied by bleaching, stonewashing, distressing, and imprinting without sacrificing the original stretch quality and utmost comfort. It integrates seamlessly into the base cotton fiber maintaining the authentic cotton feel but with the benefit of comfortable, breathable stretch.
DOW XLA™ is a favorite not only of designers, but also of fabric mills and garment manufacturers around the world. Fabric width can be increased in mill processing, giving a better garment yield, and the fiber has virtually no process limitations. It allows mills with rope dyeing facilities to process warp stretch fabrics, eliminating problems of yarn entangling or extra work in rebeaming. Mills can also process large production lots with excellent color consistency when using DOW XLA™.