Wednesday, July 12, 2017

Beyond Wash N' Wear, New Generation of Denim for Bodacious Millennials & Gen-X with High Tech FX in the Greenest Possible Way.

By Laura Medina

In a world predominated by Millennial this and that, remember they're the better desired children of more established Baby Boomers, it's nice to know that Gen-X has not been the denim world.

So as social media posts heat up in summer months, STS Blue are popping up more and more with fashion influencers. STS Blue has introduced their version of Victoria’s Secret “Angels” calling their muses “Denim Dolls.”

STS Blue has become a favorite amongst Millennials because the brand is always on trend at affordable pricing and easily available on line at and Nordstrom stores nationwide. "We want young girls to be inspired by their peers, so we partnered up with Instagram sensation Ava Lane (@Avaalanee) to design an exclusive style of denim shorts girls will love,” says STS Blue creative director Evelyn Ober. “We love working with girls like Ava, giving them creative power is what STS Blue is all about."

Other notable social media influencers posting about STS Blue styles as #DenimDolls are: @pinterestingplans, @thecharmingolive, and @LaurenKaysims. You’ll see them posting shorts with curved hems, cutoff hems, shorts with extreme fray hems, shorts with special embroidery, button fly short shorts, and super destroyed shorts. Another one to watch for this summer, and continuing in to the fall, is color blocking designs, featuring looks that alternate light and darker indigo blocks. You’ll see rises from 8 ½” to 10 ½” and inseams from 2-2 ½” in washes such as white, black, destroyed, tinted, and even dark washes.

Influencers such as Ava Lane are the new celebrity endorsements. In fact, data from influencer marketing platform MuseFind shows that 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorse.

Where would these Millennial Influentials be without the sweat and tears of Gen-Xers who invented these social media technology and applications?

Thank god it's payback time and Gen-Xers aren't forgotten by something they've been wearing since the day they were born...denim jeans...

For a brand so Millennial dependent, STS Blue has 2% stretch spandex in their jeans, making it comfort and soft for Gen-X everyday use and wear.

At prices at $54 a pair in skinny jeans, boyfriend jeans, denim shorts, and more; all with a friendly price point, averaging $50, and accessible at Nordstrom, Macy’s, Dillard’s, and Von Maur, as well as online at, a well-entrenched Gen-Xer with a family and mortgage, can still be stylish and comfortable gardening and running errands.

Inspired by the casual LA and Southern California vibe. They live, breathe and love denim as much as any Gen-Xer.

STS Blue styles are true to size, and are made in a variety of fabrics to execute perfectly authentic washes while maintaining a flattering fit for more bodacious bodies of all ages and sizes.

They offer cotton, polyester, spandex and rayon blends for that comfortable, laid back, and effortlessly chic SoCal look that Gen-Xers live in.

At $54 a pair, Gen-Xer and Millennials will have enough dough left for festivals while looking cool and being cool in STS Blue Denim.

That comfortable, laid back, and effortlessly chic SoCal look that the whole world aspires and are willing to drop pretty pennies isn't as worn-out and broken-in as they appear.

Albiate 1830, an Albini Group brand specializing in lightweight denim, sport and jacquard materials and Candiani, the world¹s most sustainable producer of high-quality, lowerwear denim, had teamed up a real influencer, the very humble and so low-key that he's hip, Matias Sandoval of MATiAS DENiM.

As a part of the MATiAS DENiM limited edition collaboration launch, Albiate 1830 and Candiani treated guests to behind-the-scenes making of what really makes jeans and denim look laid back and SoCal chic.

It was also a debut of their brand new facility in Downtown Los Angeles, that bust the stereotype that denim manufacturing is abusive towards the environment and the employees.

Why?  Albiate 1830's and Candiani's new jeans finishing facility is the forerunner in the denim industry, the more high tech and automated it is, the smaller the space, the less water pollution, and fewer employee abuse and pressure.

Their laser-embroidering machine is a laser that burns logos and trademark onto the denim.

All designed and mapped on graphic design programs...

As for those wear and tears and rips that make jeans look laid back and cool, there's more than meets the eye.

 Albiate 1830 and Candiani really do stone wash their jeans in heavy duty, industrial laundry washers, where at the right speed, stones tumble the jeans soft.

Then, there are the baking dryers, where chemistry and heat meet, cooking rips and tears.

To place the "wear and tear" special effects on the right spots, they pull jeans over the inflatable "legs," than apply finishes and bake them in a special oven.

Matias Sandoval of MATiAS DENiM, said this about his collaboration with Candiani Denim, "It's where LA's creativity meets Italian tradition and quality." 

After years of gaining avant garde cred, such as selling in edgy Church boutique in Hollywood, MATiAS DENiM and Candiani Denim's collaboration, FINEFUSIONS, where Matias took LA ingenuity in mix media, using the best chambray and denim that Candiani Denim has to offer.

Double-sided plaid check flannel/stone-washed denim cape for Fall/Winter, draped tunic coat with a rope belt, and dark denim tunic shirt with gingham sleeves,..not only is the new facility is environmentally safe and sound, this FINEFUSIONS collection showcases Candiani Denim pushing denim and jeans into the future, not just in looks, but in finishes special effects technology.

There's more to the SoCal look.  It's not as laid back as it seems.

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