When new denim brands hit the scene, there are usually two questions that I touch on before writing about them:
1. Would I wear these by choice, whether or not the brand contacted me?
2. Is there anything different or interesting that sets this brand apart?
DISH seems to have both down, which is a refreshing change.
Check out the brand background (and a few more images) after the jump.
Why does one company’s jeans collection have a leg up on others? The dominant difference between labels is the fit, comfort and of course style. Add to that technical benefits and it’s certain to be a crowd pleaser. DISH jeans’ Fall 2010 denim interpretation takes a whole new approach to this popular fashion category.
Rather than adding another appliqué, top stitching or bling, the DISH jeans collection is built on superior fit, premium fabrics and exceptional design and it features their ultra secret ingredient… ergonomic technology.
States Donald Johannesson, Dish Jean’s Creative and Design Director, “DISH is not just another jeanswear manufacturer. Jeans are in our genes. Our focus is on making women look and feel amazing when wearing DISH.” The Fall 2010 jeans picture validates this statement by adding ergonomic detailing. This detailing contours women’s silhouettes in fashionable and ultra comfortable style. And, less is really more when it comes to this season’s design picture.
Johannesson points out a pet peeve of women buying jeans, “We noticed women hate the loose fabric at the back of their legs. We aimed to solve this problem through our ergonomic seaming. We take that excess fabric out of the equation so the jeans and fashion seams follow the leg’s natural curve.
Jean leggings can be rigid and difficult to move in so we placed darts at defined stress points to facilitate movement. Last but not least, we incorporate a unique mechanical stretch fabric to retain shape for ‘no bag, no sag’ technology resulting in a jean that caresses the silhouette, provides a great fit and bounces back to its original shape no matter how many times it is worn.”
Never compromising comfort for fashion, the Fall 2010 DISH collection features several styles that will beckon customers who appreciate unique styling and unparalleled fit.
So, what are your thoughts on this denim brand? It sounds like a fun addition to the industry (though I would like to see more about price points and size ranges, per usual). But I really like the back pocket design, and they’re definitely promising. We’ll see if they can hold up to their “no bag, no sag” claim (the fabric blends change from style to style, but include Lycra, Spandex or Polyester… so nothing new there).