Denim Brands Target Traveling Consumers
Summer vacation season is in full swing. Post-pandemic wanderlust continues as 48 percent of Americans plan to take a trip this summer, according to a survey conducted by Deloitte.
Denim brands are making efforts to be part of that experience by launching products and promotions geared toward traveling.
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Frame continues to grow its Jetset franchise of “ideal travel-day jeans.” The premium lifestyle brand launched the stretch jeans in 2022, touting them as a comfort-focused solution for frequent travelers. Known for their high-stretch denim fabrics and for coming in three sizes (0-3) that fit sizes 22-34, the bottoms are designed without hardware or pockets for elevated ease during travel.
The Jetset collection has grown from its initial skinny cropped and full-length flare assortment, now spanning wide-leg and cropped bootcut to stacked pencil jeans and stirrup pants. For Summer 2024, the brand introduced the first Jetset short, a mini-length bicycle short, and first capri pant available in black and white denim.
Retro capri jeans are shaping up to be a must-have for summer travel. DL1961 offers a capri jean in “The Vacation Shop” edit. The Bardot capri is made with the brand’s Instasculpt stretch fabric that conforms to the body through the waist, bottom and thigh without losing shape.
DL1961’s vacation edit features several versions of its relaxed mid-rise Zoie jean short, a denim bralette and a trio of crochet coordinates. The brand is also partnering with other companies like Hunting Season, Peony and Bask to offer tote bags, swimwear and sunscreen.
New York City-based Mott & Bow aims to take the guess work out of packing by offering bundles. The direct-to-consumer brand sells men’s and women’s tops and jeans in sets. For example, a consumer can buy one pair of jeans and a T-shirt for $200, or a cashmere sweater, T-shirt and jeans for $371.
Travel is important to the Mott & Bow consumers, according to the brand. “We’ve experienced the dilemma firsthand, and we understand the frustration of trying to find the perfect pair of jeans that seamlessly merges comfort and style,” said Alejandro Chahin, Mott & Bow CEO.
Stretch is a big factor in what makes a jean a travel jean. “When designing Mott & Bow jeans, we focus on key factors such as comfort, durability, easy maintenance, style and versatility,” Chahin said.
Mott & Bow’s Slim Fulton with 39 percent stretch and slim Mercer with 20 percent stretch are popular travel jean options for men. “Their fabric is breathable and has the perfect amount of stretch for all-day wear,” Chahin said.
For women, the brand offers the Skinny Orchard with 55 percent stretch and the slim straight Ridge with 23 percent stretch. Chahin said both are designed to create a comfortable, yet sleek and sophisticated, look.
“With the wide variety of options available on the market, we are proud to offer jeans that check all the boxes that people look for when shopping for denim,” he said. “We are happy that our customers themselves have named our jeans ‘the perfect travel jeans’ after testing out so many brands out there.”
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