Direct-to-consumer denim brands have stepped up to ensure consumers make the best purchasing decision. Brands selling jeans via digital-only channels need foresight, an astute eye for fabrics, nimbleness and effective communication to sell.

More than the price benefits associated with shopping direct-to-consumer, men like the brands’ home try-on program. Since men don’t like shopping and don’t like going to the mall shopping online feels more natural. Brands are educating consumers about the benefits of shopping direct-to-consumer brands.

Warp + Weft, based in Pakistan, is a direct-to-consumer men’s and women’s line of size inclusive denim launched in 2017. The jeans are produced in an energy efficient, fully-integrated manufacturing facility. Forty per cent of the business comes from men’s. The brand is introducing a tech platform aimed at offering men a more personalized experience.

Jeans with a tech element, be it four-way stretch for 360-degree movement, or a left-hand weave jean with a soft hand feel, connect with men. While women are more concerned with aesthetic, for men, comfort is king. Comfort, technology and easy accessibility speak to men in a big way. The fact that direct-to-consumer denim brands are not itching to rewrite the fashion playbook allows them to invest and focus on building men’s items with lasting power.