News & Blog


Jun 25, 2018

JD Williams, a brand for women of all shapes and sizes, and its sister company Simply Be, which focuses on curve and plus size fashion, are launching new performance jeans made with COOLMAX® EcoMade technology. Available online, the stylish jeans are designed to fit well, keep the wearer cool, dry and comfortable, and be more sustainable than typical jeans.

New Simply Be jeans with COOLMAX® EcoMade technology

To shop the Simply Be Relaxed Slim Leg Jeans online, click here.

What’s Inside the Jeans

COOLMAX® EcoMade technology is made from 97% recycled resources. Plastic PET bottles are diverted from landfills, cleaned and ground into flakes, and after a multi-step process, are transformed into yarn. This yarn is combined with cotton to make breathable denim with an authentic look and feel. The denim’s fiber structure is engineered to move moisture away from the skin to the surface of the fabric where it evaporates. All of this helps the wearer feel drier, stay cooler, and feel good about helping the planet.

New JD Williams jeans with COOLMAX® EcoMade technology

To shop the Simply Be denim shorts online, click here.

Benefits for the Value Chain

These fashion forward brands know today’s consumers - especially Millennials and the environmentally-conscious - want to dress more sustainably. This innovation will add value to jeans and help drive purchase intent. In addition, creating collections using COOLMAX® EcoMade technology will help you commit to ECAP and the Circular Fibres Initiative. Both programs promote reducing waste and using recycled and renewable content to offset the environmental impact of clothing.

Contact a COOLMAX® brand expert to access a list of innovative denim fabrics made with COOLMAX® EcoMade technology for moisture management and improved sustainability.

COOLMAX® is a trademark of The LYCRA Company.


The LYCRA Company Helen Latham Denim and RTW Senior Account Manager- UK +44 774 1385352 UK