Fast Retailing-owned J Brand has launched Limitless Stretch, a fabric created at the company’s Jeans Innovation Center in Los Angeles. Available exclusively in its new Sophia skinny fit, the fabric is able to stretch to twice its size and retract without any sagging. The fabric features 30 percent more stretch than other premium denim fabrics on the market

The brand predicts the fabric to be an immediate customer favorite, as it’s an update to its signature skinny fit that helped launch the label 15 years ago. The super skinny silhouette features a mid-rise waist and a slightly longer inseam than other J Brand styles, and will be available for Fall 2020.

To accompany the launch, J Brand is rolling out a black-and-white campaign that pays homage to the updated classic and underscores the “effortless beauty” of the J Brand customer.

J Brand’s Limitless Stretch fabric also checks off another box on the list of consumer demands increasing in light of the pandemic: sustainability. The new denim is washed using J Brand’s Eco Wash water-saving process. By the end of the year, the brand will incorporate sustainable technologies into 100 percent of its washed denim.