How long until Storm Denim becomes the new patio furniture fabric?

Tuesday, June 23, 2009

Decades after its initial rise in popularity, denim remains a wardrobe favorite thanks to fashionability and practicality. Even in today's economic climate, as Americans are dialing back purchases, one wardrobe favorite has so far avoided all the cutbacks: denim.

These days, however, denim is no longer all about the tried and true; new technology from Cotton Incorporated called "Storm Denim" makes denim water-repellent without sacrificing any of cotton's natural breathability or durability. The finish is applied as the final step, ensuring that any washes or other stylistic treatments applied are unaffected.

Currently being used as an alternative to "outerwear," one has to wonder how long it will take before this water-repellent, comfortable denim fabric is found on patio cushions across the naton?

Think about the comfort of your favorite pair of jeans, combined with a water-repellent pation chair cushion. What - exactly - could be better?

No word, so far, on alternative uses of the new water-repellent denim.


"The STORM DENIM(TM) technology is great for consumers, whether they need to stay dry working outdoors or while out on the town in bad weather," says Keyes. "Now, water repellency is no longer limited to outerwear, which is yet another reason why denim is a great investment."