Viral Athleisure Brand Halara Bets on Stretch Denim
Halara’s Everyday Dress with built-in shorts and a hidden pocket went viral on social media last year, and now the athleisure brand aims to repeat that magic with jeans.
The direct-to-consumer company introduced HalaraMagic Jeans, a line of 58 pull-on denim styles with four-way stretch for sizes XS-3X. The collection is available now on the brand’s e-commerce site.
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Halara said the collection addresses the pain points of traditional denim, such as thick, heavy materials that don’t offer the comfortable stretch many consumers want.
The collection is made with cotton, nylon and elastane fabric designed to conduct heat away from the skin, efficiently regulating body temperature. The lightweight and wrinkle-free material also accentuates the body’s natural curves thanks to an elasticity greater than traditional denim, the brand stated.
Pant styles include capri, flare, skinny, skinny cargos and straight fit cargos—each with two side and two back pockets. No metal hardware is used in the line.
Biker shorts and drawstring shorts as well a variety of skirts (mini, midi, flare) are part of the collection. A V-neck dress with a pleated skirt, a bodycon dress with removable spaghetti straps and tennis dress with a zip-up front round out the line.
Washes span light blue to black. Details like slits, ruching, butterfly prints and crossover waistbands nod to Y2K trends.
“We anticipate HalaraMagic to be very well-received by our customers as we’ve seen a demand for denim styles to continue to grow,” said Jackie Smith, Halara head of operations. “Our new HalaraMagic Jean series is an evolution of the concept of traditional denim consisting of stretch, softness, and breathability for a more versatile denim experience.”
Despite a post-pandemic slowdown in skinny jeans, the market has seen the return of athleisure denim and jeans made with compression fabrics.
Lizzo’s Fabletics Inc.-backed Yitty brand launched a collection of stretch denim in curve-enhancing fits in March.
Last year, Good American bowed Compression Denim, a collection of jeans with three comfort levels. The Light Compression jean holds in and smooths out the physique. The Super Compression jean enables wearers to control how much they want to sculpt their waistline with adjustable front buttons. The Mega Compression jean snatches silhouettes with a built-in corset with hook-and-eye closures.
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