Fabletics has introduced its first denim collection for both men and women, featuring 11 distinctive styles, three levels of stretch, seven unique washes, three inseam lengths and sizes ranging from 23-35 for women and 29-44 for men.
“More than 1 million of our VIP members told us they wanted denim from Fabletics, and with this collection, we’ve made very intentional decisions surrounding fit, silhouette, fabric and style to deliver exactly what they know and love about Fabletics, reimagined in classic denim,” said Kelli Dugan, Chief Merchandising and Design Officer at Fabletics in a statement.
Aiming for Denim that’s Both Stylish and Comfortable
To help achieve optimal fit, comfort and style, Fabletics partnered with denim expert Benjamin Talley Smith. Elements such as pocket placement and fabric weight as well as wash, thread color and custom branded shanks and rivets all contribute to the apparel’s appeal.
“Denim is one of those fabrics where every detail matters, and I’ve spent my career focused on getting it right,” said Smith in a statement. “What makes this collection with Fabletics special is the level of quality and style we were able to deliver at this price point — it’s something you don’t usually see. We also put a huge amount of work into fit testing across the full-size range. Instead of simply scaling one pattern up and down, Fabletics is the first brand I’ve ever worked with to tailor every piece in the collection individually so that it delivers the best possible fit for every size and every body.”
Denim Just the Latest in Fabletics’ Shift to ‘Lifewear’
Fabletics President and COO Meera Bhatia hinted at new category expansions in a conversation on the Retail Remix podcast earlier this year, where she explained the company’s philosophy when it comes to launching new products: “We think that everyone deserves to have access to fashionable product, and we sit at that intersection of fashion, quality and value,” she said. “Even as we’ve done [other] category expansions, that is the core principle that we brought into all of it, and I think that is what differentiates us — we can author that fashion, fit and incredible quality, but at a really great value.”
Still, denim is a competitive category all its own, and not generally the purview of athleticwear brands. But Bhatia said this is the direction that athleticwear is headed: “We’re going to continue to see demand for activewear, active fabrics and that comfort in all parts of your life,” she said. “It’s not just about wearing great clothes at the gym now, it’s about wearing it to work. So we’re taking all these amazing fabrics, and that fit and function and expanding it into everyday wear. That’s why we actually call it ‘lifewear.’ I think that’s going to be a continued trend where people want to have comfort everywhere.”
The collection, which includes jeans, skirts and jackets, ranges in price from $79.95 to $119.95 for Fabletics VIP members and $109.95 to $174.95 for non-members. The collection debuts online and in select stores beginning March 12, and Fabletics will hold special events at its Century City and Flatiron district flagship stores on March 14 to introduce the new products.
Listen to full episode with Meera Bhatia here or anywhere you get your podcasts:
