Digitally native activewear brand Fabletics has launched its first-ever denim collection, marking another category expansion.
The collection reflects the brand’s ethos by staying grounded in delivering “all-day comfort, fit innovation and flattering design at an accessible price”.
Fabletics says it wants to rewrite the denim playbook, creating premium denim at a price that will become consumers’ new go-to jeans.
“Our approach to denim reflects years of listening to our customers and understanding how they move through their day and the qualities that matter most to them in their clothes,” said Kelli Dugan, chief merchandising and design officer at Fabletics.
“More than 1 million of our VIP members told us they wanted denim from Fabletics, and with this collection, we’ve made very intentional decisions surrounding fit, silhouette, fabric and style to deliver exactly what they know and love about Fabletics, reimagined in classic denim.”
The denim debut also marks Fabletics’ partnership with denim expert Benjamin Talley Smith, whose ‘unmatched’ denim knowledge has complemented the brand’s expertise in fashion, fit and comfort.
“Denim is one of those fabrics where every detail matters, and I’ve spent my career focused on getting it right,” said Smith. He emphasized that the collaboration feels special due to a level of quality and style rarely seen at this price point.
“We put a huge amount of work into fit testing across the full-size range. Fabletics is the first brand I’ve ever worked with to tailor every piece in the collection individually so that it delivers the best possible fit for every size and every body.”
Fabletics’ denim collection, ranging from $79.95–$119.95 for VIP members and $109.95–$174.95 for non-members, offers three levels of stretch, seven unique washes and three inseam lengths, with sizes from 23–35 for women and 29–44 for men.
The range can be found online and in select stores beginning March 12. Special events will be held this Saturday at Fabletics’ flagships in Century City and Flatiron to celebrate the launch, where attendees can try on the new denim and other limited-edition items while supplies last.
