GREENSBORO, N.C.--VF Corporation (NYSE: VFC) and its Lee® brand in Asia have been voted a Bronze winner in the Materials Science category for its JadeFusion DenimTM by the Edison Awards, which honors the best in innovation and excellence in the development of new products and services. The innovative jean features particles from jade gemstones combined with treated cotton to help wick moisture and enable cooler denim.
“At VF, innovation all starts with the consumer – understanding their needs so that we can design purposeful and compelling products,” said Stephen Dull, VF’s Vice President of Strategy & Innovation. “Our corporate innovation team collaborated with our Lee® brand and a global network of universities, labs and mills to research and develop the JadeFusion line, ultimately addressing the consumer pain point of denim discomfort in hot, humid climates.”
VF’s global consumer research found that consumers in the Asia Pacific region avoid wearing denim in hot and humid weather due to lack of breathability and stickiness.
“For the past few years, our Lee® brand in Asia has been relentlessly focused on understanding the Asian consumer while doubling down on innovation and insights,” said David Tring, Senior Product Director, Lee® Jeans Asia Pacific. “Lee® JadeFusion DenimTM is an example of these efforts and we are proud to be recognized by the Edison Awards as an innovator in our category.”
Materials experts and scientists from VF, the Lee® brand and outside partners tested more than 60 different materials and determined that yarn infused with jade particles created cooler fabrics. The jade yarn is combined with treated cotton to create a new patent pending fabric that provides superior temperature regulation, more wicking power and quicker drying time than traditional denim. After extensive testing, VF launched its global cooling platform, adapting the denim for local markets, including the Lee® brand’s JadeFusion DenimTM in China that offers consumers refreshing comfort and style even in summer months.
“Our judges recognized Lee’s® JadeFusion Denim as a true innovator out of the many products in its category,” said Frank Bonafilia, executive director of the Edison Awards.
Edison Awards nominees were judged by a panel of more than 3,000 leading business executives, including past award winners, academics, and leaders in the fields of product development, design, engineering, science, and medical.
VF Corporation (NYSE: VFC) is a global leader in the design, manufacture, marketing and distribution of branded lifestyle apparel, footwear and accessories. The company’s highly diversified portfolio of 30 powerful brands spans numerous geographies, product categories, consumer demographics and sales channels, giving VF a unique industry position and the ability to create sustainable, long-term growth for our customers and shareholders. The company’s largest brands are The North Face®, Vans®, Timberland®, Wrangler®, Lee®and Nautica®. For more information, visit www.vfc.com.
About the Edison Awards™
The Edison Awards is a program conducted by Edison Universe, a non-profit, 501(c)(3) organization dedicated to fostering future innovators. The Awards have been recognizing and honoring the best in innovations and innovators since 1987. They honor game-changing innovations that are at the forefront of new product and service development, marketing and human-centered design, and are one of the highest accolades a company can receive in the name of successful innovation. For more information about the Edison Awards complete program and a list of past winners, visit www.edisonawards.com.