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By Gemma Brosnan FOR those disillusioned with poor denim losing shape with every wash and those tired of wasting money on the overrated and overpriced, the imminent UK launch of Lofli is bound to evoke excitement. Lofli have already created a sophisticated yet sexy stir Stateside, with their stunning new range of jeans which focus less on the marketing hype, allowing the fit to speak for itself. Launched in L.A. and made from the finest Japanese denim that is incredibly soft but durable, the jeans are treated with a special dye which refuses to fade even after months of wearing and washing and the results are simply stunning, reflecting a winning combination of high class fashion with a cut that makes you feel instantly sleeker. It comes as no surprise that the jeans have already been heavily endorsed by A-List icons and fashionistas, with Jennifer Anniston and Angelina Jolie both owning several pairs each and the first 1,000 featured on fashion site asos.com selling out within a week. Their ingenious design ensures they are cut low enough to flatter without unintentionally flashing underwear and are snug enough on the hips without highlighting any unwanted love handles. We caught up with Sheel Khemka and Deborah Clare Walker, designers and creative directors of Lofli, to find out the secret behind the success of fashion’s hottest pair of jeans. Lifting the butt This is no myth - there really is such a thing as a butt-lifting jean! Creating that superb butt-lift is 60% application of technique in the cut and 40% tweaking from real-life fit-testing. Lofli experiments with different types of fabric, various ways of cutting the material and alternative stitching techniques, in order to achieve this fabulous lift. For starters, the correct sizing of the upper thigh, lower hips, upper hips, and waist is crucial: Sheel, explains: “A jean employing butt-lifting engineering cannot succeed in creating butt-lift if it is either too baggy or too tight at the upper thigh, too loose at the hips or not stabilized well enough at the waist. If it is too tight at the hips it will generally cause a butt-flattening effect as opposed to giving lift - not sexy!” Lofli also has found that a different cut along the undercarriage (‘back rise’) of the pattern as well as the front and rear leg panels pushes the butt up and in – and the perfect butt-lift is created! No gap in the small of the back Many women get sick and tired of the need for belts to pull the jeans in at the back to prevent a gap forming at the small of the back – a thing of the past with the Lofli jean. “The waistband is a 2-piece construction that is curve-shaped to mirror the curvature of the small of the back. The material is also cut on the bias so as to retain its’ stretch and Lofli uses a special stretch-fabric that stretches but does not stretch out thereby retaining its fit” Apparently this is called ‘T-400’ and is a unique material, specially developed in Japan. “Once the main pattern has been created, it is helpful if the irregularities are smoothed out by the use of computer based software. This works by ensuring a more precise matching of the waistband and leg panels, therefore eliminating any gaping.” Decreasing the belly-bulge or ‘love-handles’ and no ‘builder’s bum’ Love handles are the bane of most women’s lives, particularly after child-birth. The special Lofli cut eliminates those unwanted bulges. We’ve been told that the jean has to incorporate a rise that sits at least one inch above the hip bone with a stretchy waistband that is 2-piece and contoured in construction as well as being cut on the bias to run all the way around the love handles without digging in. It’s also important that the correct waist dimensions are in proportion to the hips Amazingly enough, Lofli have become such experts in this remarkable technique that the absence of belly-bulge and builders bum is still achieved in their low-rise silhouettes. Sheel explains how this is achieved: “As long as the waistband sits one inch above the hip bone, a natural dip in the front rise creates that sexy low rise jean, enabled by the contoured 2-piece construction of the waistband” A cleaner silhouette at the front - no visible ‘Rouching’ Gone are the days of unsightly wrinkles and excess fabric - Lofli jean gives a smooth, perfectly sleek finish that can take pounds off you without dedicating any time to the treadmill. “A special design is applied in the front rise of the jean near the crotch to prevent a ‘rouching’ affect at the front, the front and rear leg panels are precisely aligned to provide a far closer fit and a curvaceous cut in the thigh, hip and waist of the jean pulls the material close to the body-shape. Lastly, a ‘premium’ technique developed in Los Angeles in the stitching of the in-seams and out-seams reduces ‘torking’ (twisting of the leg panels).” Loflis are available online via http://www.asos.com/Women/Jeans/Cat/pgecategory.aspx?cid=3630&Rf-400=3734&sh=0 and are shortly to be launched in the UK. Photo credit - Lofi
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