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About DL1961
DL1961 is a global premium denim brand that is carried in hundreds of stores. The brand was founded in 2008 using XFIT LYCRA, a fabric it has patented. XFIT is a cotton-wrapped Lycra thread intertwined with polyester made by DL parent company ADM Denim, which was founded by Faisal and Meliha Ahmed. The company uses an eco-friendly manufacturing process that it introduced in 2013 to use less water, waste, and dye. The brand has a maternity line. According to Vogue journalist Liana Satenstein DL1961 is “known for its jumpsuits and easygoing styles”. Chicago Tribune journalist Alexia Elejalde-Ruiz says the brand is known for its “four-way stretch designed to be slimming and to prevent sagging”. Glamour journalist Fawnia Soo Hoo described the brand as “The high-tech, eco-chic jean. Whether you’re a design whiz, sales master, expert problem solver, wholesale pioneer, marketing guru, or social savant – we’re committed to growing with the individual skill sets and talents of our remarkable team. As a global leader in denim innovation, we’re constantly breaking the boundaries and rules of how denim is made. Care to join us. When Sarah first came onboard DL1961 had a unique denim product and a substantial cult following without any branding whatsoever. The brand was known for its technology but explaining this unique technology in a very simple and succinct manner to the end consumer was the challenge. She made this challenge her obsession. Over the next two years she explored ways to get into the minds of the consumer and identified what really makes people buy denim. She realized it was a unique blend of “the cool factor”, trend and providing customers with a utility. So, with this in mind she created a collection, designed a campaign and runway show that revolves around a 24/7 concept. She wanted DL1961 to be the ultimate denim destination for the individual on the go. Every piece in the collection is designed to live, breath and move with you without every sagging, bagging or losing shape. The jeans are the perfect combination of utility, simplicity and trend and are crafted to essentially take you from the plane to the boardroom and then to dinner.
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