Marking the release of their fall/winter 2012 online range, UK label Voi Jeans has just launched a new “Virtual Showroom” that lets users browse through styles with greater ease. “The Denim Wall” is modeled after the brand’s Preston-based showroom, designed to display denims in their simplest form and thus showcase their varying washes, fits and various details. So far, the application is only available to UK customers and provides an understanding of just what goes into designing, engineering and constructing a pair of jeans.

The brand’s e-commerce manager Phil Stott commented: “With the recent launch of Voi Jeans Co Autumn/Winter 12 range, I felt it was key to introduce ‘The Denim Wall’ to the online marketplace. With the influx of online interactivity from all of our competitors, it’s crucial that we stay on top of our game, and continuously strive to keep up with modern technology. Hopefully the new ‘Denim Wall’ is a step in the right direction for us.”