Riders Hops on Athleisure Trend With Heavenly Touch Denim

Riders® by Lee® launched its newest innovation – Heavenly Touch™ Denim – that will be hitting stores Oct. 1. This new product combines the softness of sweats or yoga pants and the slimming fit qualities of Riders by Lee.

"In the past few years, we're seeing that the denim market is now competing with leisurewear and knits, such as yoga pants and leggings. Heavenly Touch denim is the result of that trend and the desire for softness. It brings together the comfort and stretch of yoga pants and the slimming capabilities of premium denim. The same capabilities consumers have come to know and love from Riders by Lee jeans," said Joyce Markwell, vice president of merchandising for Riders by Lee. "We pride ourselves on designing stylish clothing that women want to wear because it makes them look and feel their best. Heavenly Touch allows us to meet the needs of our consumers by providing them with a soft and slimming option that is perfect for a wide variety of occasions."

The innovative Heavenly Touch denim fabric construction is brushed inside and out to create an ultra-soft feel. Riders by Lee slimming qualities such as a tummy-control panel and no-gap waistband are still present in the new line, but  include some key modern upgrades.

Heavenly Touch denim's Slimming StretchTM fabric offers superior fit for all body types, stretch that moves with the body without bagging out at the end of the day, and the comfort of knit pants. Riders by Lee conducted extensive fit testing on the jeans offering numerous groups of real women the chance to wear them through all their daily activities from Saturday morning soccer to Saturday night on the town.

The mid-rise jeans, available in skinny leg and bootcut styles, withstood real-life testing without losing their shape.

Along with the Heavenly Touch styles, Riders by Lee's Fall 2014 line features the brand's classic jean styles, such as Modern Fit, Glitz and Slender Stretch™, casual pants, tops, and plus-sized styles. All styles retail for around $20 or less at value-minded retailers nationwide.

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