ACTIVEX is a fully functional denim line intended to allow boys and girls freedom of movement so they can do the things they do best -running, tumbling and playing sports.
“My twelve-year-old brother was our source of inspiration for this collection after noticing there was a huge void in the denim market for sustainable kids denim,” said Sarah Ahmed, DL1961 Creative Director. “Kids often choose gym shorts or leggings over jeans and we wanted to create a collection that would be stylish while maintaining comfort and flexibility.”
So why do I think it's brilliant you ask? The entire month of August there was a barrage of news about the demise of denim due to the popularity of yoga pants (see You Can Get With This or You Can Get With That….The Great Debate: Yoga Pants or Jeans). Although most in the industry feel that this is overblown, myself included (see Denim is not Dead!), it's hard to ignore the level of attention the topic has gotten.
The standard response for now seems to be incorporating athleisure qualities into jeans to lure back those wayward sporty adults who are messing with their numbers (i.e. shopping at Lululemon). DL1961, however, targeted a market that is ignored in this area and will need little to no convincing of the benefit. Again, brilliant!
Just to add a little cherry on top of this already delicious pie, the brand has also incorporated eco-friendly dyes and odorless technology that lasts up to fifty washes. In case your wondering, this technology has already been available in their regular product lines.
Scroll down to see more images of the collection…