Strength is in the jeans
Why make a pair of tough jeans even tougher? Because any jeans-lover will tell you: there’s a fine line between breaking them in and wearing them out. The addition of Dyneema fibers in the new jeans fabric cotton blend, brings a 25% performance improvement in abrasion resistance and strength over traditional jeans of the same weight. They last longer. They stay stronger. Whether it’s through skateboarding spills or seasons of yard work, these jeans won’t wimp out. And unlike other high strength fibers, Dyneema is soft and supple, so the jeans retain their comfort and fit.
Durable, strong jeans – they make consumers happy and they last longer. Both Levi Strauss & Co and DSM are committed to reducing their carbon footprint by creating sturdy, long-lasting products. It’s a concept that can be applied to countless other goods – from creating high-performance sports gear to making safer and tougher work clothes.
"The reputation of the Dyneema brand has been forged in some of the toughest environments,” says DSM Dyneema president Gerard de Reuver. “We’re proud to be able to transfer the inherent properties of the fiber into a whole new range of consumer goods by collaborating with our customers.”