Guess, an American clothing brand and retailer, is all set to launch performance denims in its Spring’17 collection for the European markets powered by some technology advancements in the fabric. For Spring ’17, Guess is rolling out Cold Black, a line of denim made with fabric enriched with heat-regulating technology.
According to the retailer, the performance black fabric reflects sunlight more effectively than regular black denim with a sun protection factor over 30 helping to reduce heat build-up. This allows for more comfortable wear during hot months.
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On the other hand, for white denim, Guess is touting Stay White, a fabrication that ensures white jeans at all times, made up with special treatment which protects the denim from water and oil-based liquids. Guess guarantees white jeans for up to 20 washes.
Additionally, Guess is also introducing dry-fast technology from the Fast Blue line of breathable, water-resistant denim. The denim directs moisture away from the body for the comfort of the wearer.
It’s worth mentioning here that the brand first introduced the ‘Smartguess’ collection in 2015, featuring fabrics that offered enhanced shaping qualities, as well as flexibility and comfort.
