Five-foot-five-inch Eugenia Shapiro of Brooklyn, New York, is a young housewife and recent mother.‘ ‘New jeans usu- ally take an uncomfortable period to break in. From the minute I put these on, they felt great. I worked in them all day and felt terrific.’ Bob Swezey, a lanky market- ing executive, ordered his new jeans through L. L. Bean. ‘I had heard about them from friends and wanted to see if they were comfortable and if they fit as well as they were supposed to. I put them on Saturday morn- ing and wore them all week- end—they’re great.”’ The object of all this affection stretch ‘jeans—a measurable improvement on the traditional denim jean and a category that is fast becoming a best-seller in stores across the country. Women’s Wear Daily, the fashion industry’s arbiter, quoted an executive at one of America’s leading fabric mills who said stretch denim is, ‘‘not just conversation, but a proven quantity at retail. Stretch has provided a very positive force for . . . our customers.’ Although there are several types of stretch available, one of the most exciting ingredients in the stretch revolution is ‘‘Lycra’’ spandex. Unique fiber Reed Paynter, a Du Pont executive who works with ufacturers and knows as much about ‘‘Lycra’’ spandex as any- one, says the reason it is a unique fiber is, ‘ ‘because it can be combined in a small quantity with any fiber, natural or man- made, to provide fit and comfort without changing the look and feel of the fabric. Because such a little bit of ‘Lycra’ is added to denim, it maintains its authen- ticity.’ Paynter says, ‘ ‘The finished fabric remains a true denim but with the added dimension of un- paralleled fit not possible with- out ‘Lycra.’ ”’ A Chicago department store cited by Women’s Wear Daily said the Lee jean with ‘‘Lycra’’ was selling well. ‘ ‘It’s been sen- sational,’’ said the buyer, who reported that half the stock has sold out in two weeks. A department store in Geor- gia said its Levi’s business has been consistently good, espe- cially in stretch denim. In on “stretch” These companies who supplied the California gold rushers and the American cow- boy with the original denim jean have been joined in the move to stretch by designer labels such as Calvin Klein, Bill Blass and Yves St. Laurent. The variety in jeans with “‘Lycra’’ will also extend in fall ‘81 from denim to corduroy and other classic fabric selections, providing comfort and assured fit in a range of choices. 9
Significant historical Pennsylvania newspapers