Denim brand, Jeanswest, has this week celebrated its 45th year of business, with a new ‘denim strategy’ underway.

Jeanswest’s “Jeanswest Fits Best” theme is an expression that first exploded in the late ’90s with a series of commercials which starred model and TV personality Chloe Maxwell. Maxwell and the team at Jeanswest have said the campaign was wonderfully significant for both parties.

“To this day it’s such a real, genuine brand; great clothing and quality, with a friendly atmosphere in store,” she said.

The brand has over 200 fit options for men and women instore featured in all Jeanswest stores across the country and in New Zealand.

Adrienne Famlonga, Jeanswest’s Women’s Denim product manager, said innovation combined with listening to their customers continue to be at the core of their ‘fits best’ strategy.

“Jeans should fit the customer, not the other way around,” Famlonga said. “Many of our different denim styles are available in multiple fits, such as the curve embracer, and our maternity fit, in recognition that our customers come in all shapes in sizes, with very different needs based on their lifestyles.”

Famlonga said to drive innovation, the company is seeking out innovative fabrications, new and improved design and fit options.

The brand recently launched its new Freeform 360 performance jeans, which, according to the retailer, has received “overwhelming praise by customers and fashion influencers alike.”

The newly launched jeans features a four-way multi directional smart stretch technology to flatter the body and provide comfort and support. The fabric has been manufactured by world leading mill Orta Anadolu, the Turkish denim partner also behind Jeanswest’s successful Prima Denim range.

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