Thursday, November 05, 2009

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SUPIMA IN THE BLOGOSPHERE: Meet ‘Marc Alan’

By Nancy Boyd

LOS ANGELES—The denim blogosphere is already buzzing.

About?

Marc Alan Jeans, the line launched here last month by textile industry veteran Marc Flashberg.

Flashberg, who knows his denim, is already getting coverage on blogs for the way he’s employing his expertise in fibers and fabrics in pursuit of his jeans ideal.

Here’s some of what the industry website Fibre2Fashion had to say:

Textile industry veteran Marc Flashberg launches premium denim label Marc Alan Jeans, it was announced. The line uses a superior fabric of Supima cotton with XFIT technology and is a culmination of three years of development.

A 30-year veteran in the textile business, Flashberg, a principal of Marc Alan jeans, developed a driving passion for premium denim at the forefront of the denim explosion. After spending years of introducing innovative products to premium denim companies, it became clear to Flashberg that there was a void in the market. Until this point, it was perceived that fit and comfort was achieved primarily through the pattern. Flashberg realizes that the pattern alone cannot offer fit and comfort. Fit and comfort can only truly be achieved through the fabric, complementing the pattern.

“It can’t be just a beautiful looking fabric—the fabric needs to be able to move with the body, retain its shape and look fashionable,” said Flashberg. He added, “It’s been a three-year evolution of fabric development culminating in the birth of Marc Alan jeans.”

Pulling from his early textile experience in knits, five years ago Flashberg came up with the revolutionary idea of creating a two-way stretch denim to provide the ultimate in fit and comfort for the denim aficionados. Through further exploration of the concept, the mill Marc represented learned that Invista, a global integrated producer of polymers and fibers, had already begun research on the creation of a yarn that would allow denim to stretch in the length as well as the width. Working together with Invista, the XFIT was born and the first generation of fabric that offers fit, comfort and recovery was introduced to the market. Flashberg’s Marc Alan Jeans fabric has been further enhanced with Supima cotton, which “brings the package of fit and comfort to a whole new level.”