The Los Angeles-based denim company launched its Off Duty collection—a range of “fashion-forward fitness” leggings in snakeskin, vegan suede, black metallic, plaid, and gunmetal styles—last week.
Off Duty comes after Levi Strauss’s CEO Chip Bergh’s comment that yoga pants are destroying the American tradition of denim, as well as the launch of AG Jean’s active Contour 360 collection.
“It just makes so much sense,” says Joe’s Jeans founder and creative director Joe Dahan. “Activewear used to be so sporty. Today, it’s a lifestyle. We wanted to create something for the woman who’s running from the gym to picking up her kids to doing errands, that still felt fashionable.”
Since Dahan’s background is more cotton than lycra, he brought in a designer from Nike to teach him the technical aspect of producing fitness leggings, which he says are suitable for all workouts.
“There’s no reason that prêt-à-porter (ready-to-wear) can’t be done with performance fabrics,” Dahan explains. “Then we’re using our trends and what’s in fashion to marry the two.”
Because of Off Duty’s immediate success, Dahan says that Joe’s Jeans will expand the collection this spring to include tops, dresses, and sweaters made with performance materials in a high-fashion aesthetic with leather piecing, lace, and nylon.
“She [the average woman] used to wear jeans on the weekend,” Dahan says. “Then she started working out and progressed to leggings. We’re giving her what she needs.” (We might need two.) —Jamie McKillop
For more information, visit www.joesjeans.com