BY KAREN MATICH AT POLWARTH DESIGN
In our ever increasing desire for comfort in clothing, active wear is becoming an overwhelming preference. Women from their teens to their nineties are flashing fluro lycra and loafers everywhere and anywhere, be it coffee with the girls, grocery shopping, picking up the kids from school, playing bridge or occasionally even walking the Loop.
The understated 'yoga pant' is usurping jeans in many wardrobes.
So how are our jean companies adapting to this monumental market shift? How are they evolving to fulfil this global desire for comfort in order to stay true to public demand? Levi Strauss has reported reduced profit margins due to continued popularity of 'athleisure wear', resulting in a 'back to the drawing board' approach to launch an acceptable 'casualization' counterpart. True Religion, iconic for their high end designer jeans since 2002, filed for bankruptcy last month, stating their failure to read the market change in preferred bottoms as the cause.
The movers and shakers in the jean world are not flinching though. They've read the play and rolled with the market, creating jeans that tick the 'athleisure wear, casualisation, stretchy' boxes, while still retaining that sophisticated edge.
Introducing Paige Jeans exclusive to Polwarth Design Whangarei:
American designer Paige Adams-Geller, is a woman designing jeans for women and with a career as a fit model, knows all about comfort. Her perfect jean is wear tested again and again to obtain maximum comfort and her designs are all about creating the best butt in the business, without showing cleavage. Paige jeans are designed to fit like you've had them forever, the minute you put them on, like they are made for you!!