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Article: DARK DENIM IS BIG BRIGHT TREND: BUT NEW DARK FASHION BRINGS SOME TOUGH CHALLENGES IN COLOR RETENTION.
- Article from:
- Daily News Record
- Article date:
- May 11, 1998
- Author:
CopyrightCOPYRIGHT 1998 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Dark is the heart of denim these days and this trend is causing some problems.
Denim mills say their business on the dark side is 30 percent or more of production now, and growing, at the expense of the faded, washed look.
The trend, which is a reaction to the long run of stonewashed, faded denim, is actually '50s-style denim and jeans -- dark blue, with an unwashed, stiff look and feel. And it's supposed to stay that way.
Unfortunately, unwashed denim tends to transfer color, and washed denim loses some color.
As a result, jeans consumers, especially young ones, are wearing their jeans many times without washing or are dry-cleaning ...