German denim brand Mustang and one of the world's largest denim manufacturers, Isko, celebrated the launch of the new Mustang MoveOn collection last week in Munich with media representatives and fashion influencers.
Because comfort and freedom of movement are playing an increasingly important role in the denim segment, Mustang developed a new jeans product in cooperation with Isko that offers maximum flexibility with constant form stability. In this way a beautiful silhouette can be combined with comfort and an authentic denim look.
The MoveOn collection uses the four-way stretch fabric Isko Blue Skin, a patented technology based on the elasticity and resilience of human skin. This lightweight stretch fabric has extreme 360-degree elasticity and stretches in all directions without losing its shape and stability. "Like a second skin," says Elena Faleschini, global field marketing manager at Isko. "The patented Isko Blue Skin technology provides maximum freedom of movement and comfort. The properties of this fabric guarantee Mustang's customers perfect long-term wearability,” she adds. Mustang agrees: "These are real sales arguments for the customer and therefore a competitive advantage in the market," adds Daniel Peterburs, chief product officer of Mustang.
The cooperation is supported by a comprehensive campaign with various accompanying marketing and sales activities. There are eye-catching PoS materials as well as hangtags, pocket flashers and woven labels on the product that illustrate the advantages of the new MoveOn jeans. In addition, a special Ambassador program supports sales and motivates sales staff in the Mustang stores.
The first products of the Mustang MoveOn collection will be available in September 2019.