Ariat Broadens Performance Apparel to Include Denim

Ariat International, the company that first revolutionized the equestrian industry by incorporating performance technology into English and Western footwear, today announced the debut of Ariat Denim for men and women, the latest addition to the company’s performance apparel line.

A natural progression of Ariat’s commitment to quality and innovation, Ariat Denim is expertly constructed from the inside out, offering a lived-in comfort without sacrificing style. Ariat tapped Stefano Aldighieri and Dan DiSanto, formerly of 7 for All Mankind and Levi’s Premium, to create an ideal mix of fit and fashion for both in the saddle and on the street. Ariat Denim is now available nationally at select stores, with an expanded launch planned for fall 2010. Men’s styles retail for $54.95 to $59.95, and women’s styles retail for $64.95 to $69.95.

“Inspired by the active Western lifestyle, our spring 2010 Ariat Denim collection utilizes modern washes, premium fabrics and innovative details for Ariat’s take on jeans,” said Megan Iwersen, Ariat’s vice president of apparel. “We created a versatile jean that works just as well in the saddle as it does out to dinner.”

Among Ariat Denim’s features are 100% cotton ring-spun denim, comfort inseams, anchored belt loops, plus men’s patent-pending “Loop Lock” reinforced rear belt loop. Plus there is the “True Fit” waistband, heavy-duty zippers and hardware, women’s no-see pocket lines and slimming back pockets and the men’s iPocket for electronics and extra deep front pockets.

“Ariat Denim is the exciting next phase in creating a complete lifestyle brand and is a welcome addition to our portfolio of products,” said Beth Cross, Ariat’s president and CEO. “It is an opportunity to leverage our core competencies and expertise in innovation, design and development to offer consumers a stylish—yet functional—alternative to traditional riding jeans.”

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