However, they need worry no more as world renowned and innovative apparel brand Levi’s has come up with a fashionable solution which allows everyone, everywhere the opportunity to wear their favourite Levi’s denim and non-denim styles year-round. This April Levi’s has globally launched their new COOLMAX line, which as the name suggests, is a collectionthat has been specifically designed to beat the heat.
Understanding the dilemma faced by their customers in sweltering months, Levi’s collaborated with a fabric based company in Wichita, Kansas, Invista to combine their Coolmax fabric with Levi’s denim, and create the Spring/Summer 2014 line which will change the perception that jeans can only be worn in cooler months.
The Coolmax fibres are not only woven differently, in a zigzag pattern as opposed to the traditional rounded pattern, but they also evaporate perspiration four times faster than any other clothing. These thermo-regulating fibres help in moving perspiration away from the body, allowing it to evaporate faster and enabling the fabric to breathe.
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