Anti-cellulite jeans launched through Rhodia and Herchcovitch partnership

First it was functional clothing for athletes, but now technological fabrics are also being used for day to day apparel. Rhodia, a member of Texbrasil (Brazilian Fashion Industry Internationalization Program, developed by Abit in partnership with Apex-Brasil), has joined Alexandre Herchcovitch to launch a pair of jeans that improves circulation and fights cellulite, made using a yarn developed by the company in Brazil.

The “miracle” jeans, as they are called, are made using a new application of the Emana yarn, which absorbs body heat and sends infrared rays back to the skin, providing stimulation that improves the skin’s appearance. The product, launched in 2011, had only been available in athletic apparel and lingerie. “We wanted to bring this technology to people’s everyday lives. And the best solution is jeans,” says the Global Director for Rhodia’s yarns and textiles business unit, Renato Boaventura.

The first items were shown by Alexandre Herchcovitch at the Be Brasil event, held by Apex-Brasil in New York. They will be launched in the Brazilian market at the next Fashion Rio, in November, during the fashion show for the designer’s collection, which will feature 10 items with this technology. For Herchcovitch, “Brazilian women are willing to buy a pair of jeans that improves cellulite, since they offer a benefit to a recurring problem for women where they don’t need to do anything.” The product needs to be used for 6 hours a day over 30 consecutive days to begin to see results.