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Monday, May 16, 2016

Redefining Durable Denim with Authentic Alchemie Collection

CORDURA® brand announces the launch of its latest CORDURA® Denim fabric portfolio - the "Authentic Alchemie" Collection – at Denim Première Vision, May 18 - 19, 2016 in Barcelona, Spain. Fabrics from the collection will be showcased by CORDURA® Denim authorized mills at the show, including a spotlight feature on Artistic Milliners stand #A7.  CORDURA® brand and Denim Dudes author Amy Leverton collaborated on the collection to bring fresh insights to tomorrow's durable denims.
Authentic Alchemie Denim
"Consumers look for authenticity in people, in brands and in turn, in the fabrics they want to wear," said Leverton. "The trick to future success in the textile industry is for manufacturers and mills to stick to what they do best. CORDURA® brand has done just that with the "Authentic Alchemie" Collection, focusing on its core - durability - but extending that to versatile, cross-functional denim innovations."

The "Authentic Alchemie" Collection merges elemental durability of CORDURA® fiber with mystical transformation, creation and combination. These technical denims are developed from carefully crafted blends of natural and man-made fibers to deliver stylish, versatile, high performance and functional materials. 

"Today's consumer is searching beyond just traditional heavy denims for ones that can sit comfortably with them throughout the day - wherever it may take them," said Cindy McNaull, global CORDURA® brand and marketing director. "The 'Authentic Alchemie' Collection is designed to push the boundaries of durability with stylish, modern and comfortable fabric combinations that are suitable for any product, market or lifestyle."

Focusing on three key trends and features for denim in 2017, the “Authentic Alchemie” Collection is designed to keep the future real.

The Future is Real: Introducing the CORDURA® Denim 'Originals' Collection

Our lives are chaotic, with constant ties to technology that leave us feeling always "on". This season is about getting back to basics, embracing simplicity, spirited off-the-grid adventures - and fabrics that can keep up.

Luxury in Lifestyle: Combining the Best of Both Worlds with the CORDURA® Denim 'Infinity' Collection

Lifestyle is high-style - today's consumer expects products that are tailored to individual needs. This means combining strong with soft, form with functionality and durability with definition.

"Di-Versitility": Engineered Comfort with the CORDURA® Denim 'Freedom' Collection
In a time when freedom and diversity allow us to be who we want and live as we like, we demand the same versatility from our fabrics. Transition seamlessly from a tough commute to a long working day to an exclusive event in durable, comfortable style.

Artistic Milliners, one of the brand's valued authorized mills, will debut its "Authentic Alchemie" Collection of CORDURA® Denims (Denim PV, booth #A7). 

"By using CORDURA® fiber technologies, we build products to last. We are designing for durability, creating jeans that feel great and can be used in many situations and conditions from office to street to outdoor... one jean created for a lifetime," said Omer Ahmed, Director (Fabric Division), Artistic Milliners.

Original designs from the CORDURA® brand + ESMOD collaboration - made with Artistic Milliners CORDURA® Denims - will also be on display at booth #A7 to help showcase the "Authentic Alchemie" Collection. ESMOD students developed style portfolios using a combined foundation of traditional workwear and inspiration from today's specialist sportswear.  The garments present the vision of these young designers for transitional work/lifestyle clothing.

Other valued authorized mills featuring denims from the "Authentic Alchemie" Collection at Denim Première Vision are: Advance Denim (China) #A11, Arvind Limited (India) #B1 and Kipas Pazarlama Ve Ticaret A.S. (Turkey) #A9.

To learn more about the "Authentic Alchemie" collection and CORDURA® Denim authorized suppliers, click here.

To learn more about Artistic Milliners denim capabilities, click here.

To learn more about the CORDURA® brand + ESMOD collaboration, click here.

About CORDURA® brand

INVISTA's CORDURA® brand essence celebrates individual durability: As Long As The World Is Full Of Durable People, We’ll Keep Making Durable FabricsTM. Known for its resistance to abrasions, tears and scuffs, CORDURA® fabric is a primary ingredient in many of the world's leading high-performance gear and apparel products ranging from luggage, upholstery and backpacks to footwear, military equipment, tactical wear, workwear and performance apparel. The CORDURA® brand is a registered trademark of INVISTA, one of the world's largest integrated polymer, intermediates and fibers businesses. To distinguish the CORDURA® brand, the word "CORDURA®" must be spelled out in all caps, used with an ®, and followed by the word "brand" or "fabric."

To learn more about INVISTA's CORDURA® brand, end-use products, and marketing tools please visit www.CORDURA.com.

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