A combination of high stretch fibres and technical fabric construction ensure the new line never loses its shape

A combination of high stretch fibres and technical fabric construction ensure the new line never loses its shape

The Riders by Lee value-priced women's apparel brand is launching a "smart denim" line that moves with the body while maintaining its shape.

The so-called Bounce Back Denim will make its debut this autumn, and features a combination of high stretch fibres and technical fabric construction that ensure it never loses its shape.

"Women want to be comfortable, but don't want to sacrifice looking great," says Joyce Markwell, vice president of merchandising for Riders by Lee.

"This premium collection of jeans allows us to meet and exceed that need by providing them with smart denim featuring a comfortable fit that bounces back even after hours of wear."

The brand, which is owned by VF Corporation, carried out extensive fit and concept testing with over 700 women of all shapes and sizes in the development of the new line.

Bounce Back Denim is available in three mid-rise styles – skinny, slim straight and slim boot – in a variety of light, mid and dark denim washes, as well as in black. Like all Riders by Lee styles, items retail for around $20.